...John Balabanis; Elena Chatzopoulou Purpose This study aims to examine the influence of social media (SM) content on luxury brand consumer behavior on Instagram, integrating “uses and gratifications” and “online information encountering” theories to assess how content types impact purchasing...

... on antecedents and consequences of advertising consumption to build an emergent conceptual model applied to MGC through the investigation of consumer experiences in social media. Thirty-three semi-structured interviews were conducted with consumers who follow brands on Instagram. The interview transcripts were...

...Nina Michaelidou; George Christodoulides; Caterina Presi Purpose Limited research has examined the segment of ultra-high-net-worth individuals (UHNWIs). This study aims to explore how this segment self-presents with regard to luxury on Instagram. Design/methodology/approach We use...

...Toni Eagar; Stephen Dann Purpose This paper explores the purposive use of the selfie in the construction of personal narratives that develop and support an individual’s human brand. Selfies were divided into archetypical clusters of “genres” that reflected the combined story told through Instagram...