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Adopting dissonance -solving approach to investigate luxury social media advertising: Role of gaps in self, projective self, influencer and brand image [Abstract]

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conference contribution
posted on 21.06.2019, 09:58 authored by Jie MengJie Meng, Jiaying Wang
The massive usage of social media and soaring power of online influencers have created huge challenge to marketing, psychology, and other technological disciplines to adopt a synthetic framework to understand why consumers are (or aren’t) engaged with online communication and subsequent behaviours. The luxury fashion marketing, in particular, needs to address this challenge as the mismatch of the luxury brand, brand ambassador and consumer self-construal has led to fatal negligence. Though it is documented that consumer cognitive processes have impacted their luxury brand buying, the underlying mechanisms of how the discrepancies of brand, endorser, and their self-identity collectively determine the consequent engagement and actions remain unclear before being put into practice. This research adopts a map-mapping approach which is derived from the self-construal theory, to highlight six critical “gaps” with relevant to strategic marketing, brand management, communication, self-construal, demonstration, virtual agent pilgrimage, and social recognition. ....

History

School

  • Loughborough University London

Published in

Global Fashion Management Conference

Pages

457-462

Citation

MENG, J. and WANG, J., 2019. Adopting dissonance -solving approach to investigate luxury social media advertising: Role of gaps in self, projective self, influencer and brand image. Presented at the Global Fashion Management Conference, Paris, July 11-14th.

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

11/05/2019

Publication date

2019

Language

en

Location

Paris

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