Transformational effects of social media lurking practices o (2024)

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Abstract

Contemporary luxury brands have fully embraced social media as a quintessential channel for improving brand perceptions and developing customer relationships. However, what consumers actually do when engaging with luxury brands online has received limited attention to date. In this study, we theorize and investigate how the practices of lurking transform luxury consumption on visual social media. Specifically, we uncover four lurking practices related to luxury brand content on social media: compassing, curating, collecting, and conversing. On the one hand, these practices facilitate the de-materialization of luxury consumption by idealizing the properties of luxury brands; on the other hand, they re-materialize luxury consumption into new digital virtual actualizations. Taken together, lurking has a transformational effect on luxury consumption as evident in the ways lurkers consume intangible luxuries on visual social media. The article concludes with a discussion of the theoretical and practical implications arising from these findings.

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Cited by:

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2. Das, Manish & Saha, Victor & Jebarajakirthy, Charles & Kalai, Anjana & Debnath, Nirmalya, 2022."Cultural consequences of brands' masstige: An emerging market perspective,"Journal of Business Research, Elsevier, vol. 146(C), pages 338-353.
3. Javornik, Ana & Duffy, Katherine & Rokka, Joonas & Scholz, Joachim & Nobbs, Karinna & Motala, Anisa & Goldenberg, Adriana, 2021."Strategic approaches to augmented reality deployment by luxury brands,"Journal of Business Research, Elsevier, vol. 136(C), pages 284-292.
4. Weeks, Jessica Babin & Smith, Keith Marion & Hulland, John, 2021."Consumer brand curation on social shopping sites,"Journal of Business Research, Elsevier, vol. 133(C), pages 399-408.
5. Chapman, Alexis & Dilmperi, Athina, 2022."Luxury brand value co-creation with online brand communities in the service encounter,"Journal of Business Research, Elsevier, vol. 144(C), pages 902-921.
6. Marina Leban & Thyra Uth Thomsen & Sylvia Wallpach & Benjamin G. Voyer, 2021."Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle,"Journal of Business Ethics, Springer, vol. 169(2), pages 225-239, March.
7. Zanette, Maria Carolina & Pueschel, Julia & Touzani, Mourad, 2022."Re-arranging dressing practices: The role of objects in spreading ugly luxury,"Journal of Business Research, Elsevier, vol. 145(C), pages 784-800.
8. Feng, Wenting & Yang, Morgan X. & Yu, Irina Y., 2023."From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases,"Journal of Business Research, Elsevier, vol. 165(C).
9. Kemper, Joya A. & Bai, Xue & Zhao, Fang & Chiew, Tung Moi & Septianto, Felix & Seo, Yuri, 2022."Sharing luxury possessions in the age of digital experience economy: Consumption type and psychological entitlement,"Journal of Business Research, Elsevier, vol. 142(C), pages 875-885.
10. Jeannot, Florence & Dampérat, Maud & Salvador, Marielle & El Euch Maalej, Mariem & Jongmans, Eline, 2022."Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences,"Journal of Business Research, Elsevier, vol. 146(C), pages 518-539.

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Keywords

Lurking; Digital virtual consumption; Unconventional luxury consumption; Visual social media;
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