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Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations

dc.contributor.authorMartín-Consuegra D.
dc.contributor.authorDíaz E.
dc.contributor.authorGómez M.
dc.contributor.authorMolina A.
dc.date.accessioned2020-09-02T22:22:24Z
dc.date.available2020-09-02T22:22:24Z
dc.date.issued2019
dc.identifier10.1016/j.physbeh.2018.03.028
dc.identifier.citation200, , 104-110
dc.identifier.issn00319384
dc.identifier.urihttps://hdl.handle.net/20.500.12728/5221
dc.descriptionLuxury brand marketers have recently turned their attention to customer-driven social media devoted to their brands. The key concepts of involvement, interaction and behavioral intention provide the theoretical foundation to investigate luxury brands. The purpose of this study is to test a model that analyzes the relationship among brand involvement, consumer-brand interaction and behavioral intention in the context of luxury brand-related activities on social media. Based on content value theory, the present research identifies the moderating role of utilitarian/hedonic motivations on the relationships proposed. Data were collected from 326 social media users who look for information on internet about luxury brands before purchasing a specific brand. We provide evidence indicating positive relationships between brand involvement, consumer-brand interaction and behavioral intention. The results also confirm the moderating role of the utilitarian/hedonic motivations. This study provides recommendations to luxury brands to understand the nature of consumer involvement and brand-customer relationship in order to forecast the behavioral intention of their consumers more accurately. © 2018 Elsevier Inc.
dc.language.isoen
dc.publisherElsevier Inc.
dc.subjectBehavioral intention
dc.subjectBrand involvement
dc.subjectConsumer-brand interaction
dc.subjectLuxury brands
dc.subjectSocial media
dc.subjectUtilitarian/hedonic motivations
dc.subjectArticle
dc.subjectbehavior
dc.subjectconsumer
dc.subjectdata base
dc.subjecthuman
dc.subjectInternet
dc.subjectmotivation
dc.subjectpriority journal
dc.subjectpurchasing
dc.subjectsocial media
dc.subjectadult
dc.subjectconsumer attitude
dc.subjectfemale
dc.subjectmale
dc.subjectmarketing
dc.subjectphilosophy
dc.subjectAdult
dc.subjectConsumer Behavior
dc.subjectFemale
dc.subjectHumans
dc.subjectMale
dc.subjectMarketing
dc.subjectMotivation
dc.subjectPhilosophy
dc.subjectSocial Media
dc.titleExamining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations
dc.typeArticle


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