"Likers" and Posters: How anticipated interaction and attention focus interact to activate selfview and affect luxury value perception

• Published in: Advances in Consumer Research Vol. 50; p. 498
• Main Authors: Cho, Jungsun, Godey, Bruno, Yin, Lei, Han, Eunha
• Format: Conference Proceeding
• Language: English
• Published: Urbana Association for Consumer Research 01.01.2022
• Subjects: Consumer behavior; Perceptions; Social interaction; Social networks
• ISSN: 0098-9258

This study proposes that "liking" and posting, in conjunction with anticipated interaction, will shape self-view (self-as-distinct-from-oth-ers vs. self-as-connected-to-others) and influence functional and social luxury value perception, using SEM, experiment and text analysis of YouTube data. Researchers have paid ample attention to the roles in which consumers engage in communication: passive lurkers or active posters, and speakers with a small audience or speakers with a large audience. This role is crucial because it influences subsequent consumer attitudes and behaviors. This study contributed to uncovering the mechanism that the self-view can be activated by social media behaviors and proving that activated self-view affects not only luxury value perception but also product choice. Our findings potentially inform the persuasive advertising messages for different social media users, "likers" and posters.