Proceedings of The 6th International Conference on Research in Behavioral and Social Sciences
Luxury Brand Consumption and Self-Presentation Through Social Media: Directions for Future Research
Jariya Hamilton and Jantima Kheakao
The current study is a research synthesis on the literature of luxury brand consumption, self-presentation, and social media. The purpose of this study is to examine trends over time, conceptual framework that has been employed in the previous studies and suggest direction for future research. The data for this study comes from a collection of 3,349 articles published on International Journal databases between 2012 – 2019. Articles were coded based on research methods, objectives, samples and sampling, research instrument, conceptual framework, theories, variables, data analysis approach, results, marketing elements examined, and suggestions. There were 13 research articles that matched the criteria. Findings from this study pinpointed trends and factors that could influence luxury brand consumption leading to self-presentation through social media. For conceptual framework, concepts and theories that could be adopted to examine luxury brand consumption and self-presentation through social media were presented. Directions for future research are discussed.
Keywords: consumption; interaction; luxury brand; self-presentation; social media.