... collectivist cultures (N = 232 and 237) by conducting surveys in four countries (Australia, USA, Qatar and India). Nike and Ray-Ban are the focal brands studied, with Facebook serving as the targeted social networking site (SNS) platform. Findings Self-monitoring and self-esteem are found to drive...

... explores materialism, self-esteem and self-monitoring as CDB trait antecedents, as a form of conspicuous consumption on social media. Finally, it considers the influence of altruism on these relationships. Design/methodology/approach A survey was conducted of regular Facebook users mentioning a charity...

... purchase intention in response to those explanations. Design/methodology/approach – The first of two formal experiments examines the effects of the two kinds of scarcity on participants' purchase intentions with respect to utilitarian and hedonic product types. The second tests for self-monitoring...