Social Media Engagement as a Predictor of Luxury Purchasing Intention, the Mediator Effect of Consumer Perceived Luxury Value and the Moderator Effect of In-store Experiences
Keywords:
Social Media, Engagement, Perceived Luxury Value, Consumer BehaviorAbstract
Brand social media also been an essential way of socializing the company's marketing, posing a modern challenge for businesses to retain consumers and create value. Focused on hypotheses such as customer engagement, value co-creation, experiential marketing, and consumer behavior. The research explores the mediation effect of value for luxury consumption and the moderating role of in-store experience in the relationship between social network engagement and buying intention for luxury goods. The data obtained was 534 valid questionnaires from young Thai customers. Process Macro and SPSS program were employed to analyze the complex hypotheses. Empirical studies suggest that luxury consumption values have an indirect impact on the connection between social network interaction and purchasing activity, as well as the relationship between experiential value and shopping behavior has been enhanced by in-store interactions.
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Adegeest, D.A. (2018, January 12). Global fashion sales to increase in 2018, says McKinsey report. Retrieved from: https://fashionunited.uk/news/business/global-fashion-sales-to-increase-in-20218-saysmckinsey-report/2018011227622
Ashley, C., Noble, S. M., Donthu, N., & Lemon, K. N. (2011). Why customers won't relate: Obstacles to relationship marketing engagement. Journal of Business Research, 64(7), 749-756.
Assimakopoulos, C., Antoniadis, I., Kayas, O. G., & Dvizac, D. (2017). Effective social media marketing strategy: Facebook as an opportunity for universities. International Journal of Retail & Distribution Management, 45(5), 532-549.
Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359–370.
Bakanauskas, A. P., & Jakutis, A. (2010). Customer value: Determination in undefined environment. Organizaciiu Vadyba: Sisteminiai Tyrimai, 53, 7-18.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12, 265-280.
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586-607.
Berthon, P., Pitt, L., Parent, M., & Berthon, J. P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. Business Horizons, 51(1), 45–66.
Brinberg, D., & Plimpton, L. (1986). Self-monitoring and product conspicuousness on reference group influence. In R. J. Lutz (Ed.), NA - Advances in consumer research Volume 13 (pp. 297-300). Provo, UT: Association for Consumer Research.
Browne, M. W., & Cudeck, R. (1992). Alternative ways of assessing model fit. Sociological Methods & Research, 21(2), 230-258.
Carù, A., & Cova, B. (2013). Consumer immersion in an experiential context. London: Routledge.
Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword?
Evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48-64.
Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of Marketing Research, 48(2), 238-254.
Chu, S. C., Kamal, S., & Kim, Y. (2013). Understanding consumers' responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158-174.
Dauriz, L., Remy, N., & Sandri, N. (2014). Luxury shopping in the digital age. Perspectives on retail and consumers goods. New York: McKinsey.
Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services, 21(4), 468–481.
De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.
Deeter-Schmelz, D. R., Moore, J. N., & Goebel, D. J. (2000). Prestige clothing shopping by consumers: A confirmatory assessment and refinement of the PRECON scale with managerial implications. Journal of Marketing Theory and Practice, 8(4), 43-58.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24(1), 28–42.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: Duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6), 399-426.
Dhaoui, C. (2014). An empirical study of luxury brand marketing effectiveness and its impact on consumer engagement on Facebook. Journal of Global Fashion Marketing, 5(3), 209-222.
Dubois, B., & Laurent, G. (1994). Attitudes towards the concept of luxury: An exploratory analysis. ACR Asia-Pacific Advances, 1, 273-278.
Fleming, B. (2016). Lost in translation: The authorship and argumentation of resilience theory. Landscape Journal 35(1), 23–36.
France, C., Merrilees, B., & Miller, D. (2016). An integrated model of customer-brand engagement: Drivers and consequences. Journal of Brand Management, 23(2), 119-136.
Grönroos, C. (2008). Service logic revisited: Who creates value? And who co-create? European Business Review, 20(4), 298-314.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
Hamilton, M., Kaltcheva, V. D., & Rohm, A. J. (2016). Social media and value creation: The role of interaction satisfaction and interaction immersion. Journal of Interactive Marketing, 36, 121-133.
Hayes, A. F., & Preacher, K. J. (2014). Statistical mediation analysis with a multicategorical independent variable. British Journal of Mathematical and Statistical Psychology, 67(3), 451-470.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.
Ho, C. W., & Wang, Y. B. (2015). Re-purchase intentions and virtual customer relationships on social media brand community. Human-Centric Computing and Information Sciences, 5(18), 1-16.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
Hughes, M. Ü., Bendoni, W. K., & Pehlivan, E. (2016). Story giving as a co-creation tool for luxury brands in the age of the internet: A love story by Tiffany and thousands of lovers. Journal of Product & Brand Management, 25(4), 357-364.
Kapferer, J. N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands. London, UK: Kogan Page.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
Ki, C., Lee, K., & Kim, Y. K. (2017). Pleasure and guilt: How do they interplay in luxury consumption? European Journal of Marketing, 51(4), 722-747.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Kline, R. B. (2011). Convergence of structural equation modeling and multilevel modeling. In W. Malcolm (Ed.), The Sage handbook of innovation in social research methods (pp. 562-589). London: Sage.
Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413.
Koivisto, E., & Mattila, P. (2020). Extending the luxury experience to social media–User-Generated Content co-creation in a branded event. Journal of Business Research, 117, 570-578.
Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497-514.
Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes, F. V., ... & Theodoulidis, B. (2017). Customer engagement in a big data world. Journal of Services Marketing, 31(2), 161-171.
Kuo, Y. F., & Feng, L. H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33(6), 948-962.
Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
Liebermann, Y., & Stashevsky, S. (2009). Determinants of online shopping: Examination of an early-stage online market. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 26(4), 316-331.
Martín-Consuegra, D., Díaz, E., Gómez, M., & Molina, A. (2019). Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations. Physiology & Behavior, 200, 104-110.
McCormick, H., & Livett, C. (2012). Analysing the influence of the presentation of fashion garments on young consumers’ online behaviour. Journal of Fashion Marketing and Management, 16(1), 21-41.
Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement and value co-creation. Journal of Product & Brand Management, 25(5), 402-408.
Munster, R. V. (2014). Engagement of e-marketing by luxury brands, including an empirical study (Bachelor's thesis). Netherlands., University of Twente.
Nia, A., & Zaichkowsky, J. L. (2000). Do counterfeits devalue the ownership of luxury brands? Journal of Product & Brand Management, 9(7), 485-497.
Noble, S. M., & Schewe, C. D. (2003). Cohort segmentation: An exploration of its validity. Journal of Business Research, 56(12), 979-987.
O’Cass, A., & Frost, H. (2002). Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of Product & Brand Management, 11(2), 67-88.
Okonkwo, U. (2010). Luxury online: Styles, systems, strategies. New York: Palgrave Macmillan.
Park, M., Im, H., & Kim, H. Y. (2020). “You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands. Journal of Business Research, 117, 529-542.
Patterson, P., Yu, T., & De Ruyter, K. (2006). Understanding customer engagement in services. In Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference. (pp. 4-6), Brisbane, Queensland.
Quach, S., & Thaichon, P. (2017). From connoisseur luxury to mass luxury: Value co-creation and co-de struction in the online environment. Journal of Business Research, 81, 163-172.
Rucker, D. D., Dubois, D., & Galinsky, A. D. (2011). Generous paupers and stingy princes: Power drives consumer spending on self versus others. Journal of Consumer Research, 37, 1015-1029.
Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4-17.
Schamari, J., & Schaefers, T. (2015). Leaving the home turf: How brands can use Webcare on consumergenerated
platforms to increase positive consumer engagement. Journal of Interactive Marketing, 30, 20-33.
Schlosser, A. E., White, T. B., & Lloyd, S. M. (2006). Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online purchase intentions. Journal of Marketing, 70(2), 133-148.
Schneider, B., & Bowen, D. (1995). Winning the service game. Boston: Harvard Business School Press.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Shukla, P. (2010). Status consumption in cross-national context: Socio-psychological, brand and situational antecedents. International Marketing Review, 27(1), 108-129.
Shukla, P., & Purani, K. (2012). Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65(10), 1417-1424.
Solomon, M. R. (1983), The role of products as social stimuli: A symbolic interactionist approach. Journal of Consumer Research, 10, 319-329.
Straker, K., & Wrigley, C. (2016). Emotionally engaging customers in the digital age: The case study of “Burberry love”. Journal of Fashion Marketing and Management, 20(3), 276-299.
Stewart, D. W., & Pavlou, P. A. (2002). From consumer response to active consumer: Measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376-396.
Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62, 77-87.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Thwaites, D., Lowe, B., Monkhouse, L. L., & Barnes, B. R. (2012). The impact of negative publicity on celebrity ad endorsements. Psychology & Marketing, 29(9), 663-673.
Truong, P., Van, T. T., & Pinners, E. (2008). Vetiver system applications: A technical reference manual. San Antonio: The Vetiver Network International.
Tsai, S. P. (2005). Impact of personal orientation on luxury-brand purchase value: An international investigation. International Journal of Market Research, 47(4), 427-452.
Twitchell, J. B. (2004). Branded nation: The marketing of megachurch, college inc., and museum world. New York: Simon and Schuster.
Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15.
Viswanathan, M., Sudman, S., & Johnson, M. (2004). Maximum versus meaningful discrimination in scale response: Implications for validity of measurement of consumer perceptions about products. Journal of Business Research, 57, 108–124.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2007). Measuring consumers' luxury value perception: A cross-cultural framework. Academy of Marketing Science Review, 7, 1-21.
Williams, J., & MacKinnon, D. P. (2008). Resampling and distribution of the product methods for testing indirect effects in complex models. Structural Equation Modeling: A Multidisciplinary Journal, 15(1), 23-51.
Xiao, G., & Kim, J. O. (2009). The investigation of Chinese consumer values, consumption values, life satisfaction, and consumption behaviors. Psychology and Marketing, 26, 610–624.
Yang, Z. Y., & He, L. Y. (2011). Goal, customer experience and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 5(16), 6738-6746.
Yu, U. J., Cho, E., & Johnson, K. K. (2017). Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping. Journal of Global Fashion Marketing, 8(3), 193-206.
Zhang, H., Lu, Y., Wang, B., & Wu, S. (2015). The impacts of technological environments and co-creation experiences on customer participation. Information and Management, 52(4), 468–482.
Zhang, J., & Bloemer, J. M. (2008). The impact of value congruence on consumer-service brand relationships. Journal of Service Research, 11(2), 161-178.
Downloads
Published
How to Cite
Issue
Section
License
บทความที่ลงตีพิมพ์ในวารสารวิชาการบริหารธุรกิจ สมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทยต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่ หรืออยู่ระหว่างการพิจารณาตีพิมพ์ในวารสารอื่นๆ การละเมิดลิขสิทธิ์เป็นความรับผิดชอบของผู้ส่งบทความโดยตรง
