... in luxury consumption decisions, and SCs can function as guilt-reducing licenses that permit consumers to indulge in luxury purchases while maintaining a positive self-image. Practical implications Luxury brands should integrate sustainability into their marketing efforts to increase consumer PI...

...Surat Teerakapibal; Mathupayas Thongmak Purpose This study aims to understand luxury brands’ communication strategies on social media and to evaluate the effectiveness of marketer-generated content (MGC) on Twitter. Design/methodology/approach MGC’s characteristics in terms of media richness...