Please use this identifier to cite or link to this item:
http://103.65.197.75:8080/jspui/handle/123456789/62
Title: | From pandemic to Prada: examining online luxury-brand self-narratives |
Authors: | Sharma, Yukti |
Keywords: | Online self-narrative, Online luxury-brand self-narrative (OLBSN), COVID-19, Pandemic, Net valence model (NVM), Terror management theory (TMT) |
Issue Date: | 17-Mar-2022 |
Publisher: | emerald |
Abstract: | Purpose – Amidst the exponential spread of the COVID-19 pandemic, this study aims to explore the evolving dynamics underlying consumers’ narratives about luxury-brands over social media. While visualizing these Online Luxury-Brand Self-Narratives (OLBSNs) as a decision-making situation, the authors question the “rational-being” assumption of the Net Valence Model (NVM) during a pandemic situation. Specifically, the authors draw upon Terror Management Theory (TMT) to explicate the role of pandemic-induced mortality salience in rendering the idealistic assumptions of NVM unattainable. The authors uncover evidence of risktaking behavior among luxury consumers while using OLBSNs as a potential meaning-providing structure during the pandemic. Design/methodology/approach – This study employed a cross-sectional survey method. The authors conducted a structured Qualtrics survey to collect data from 588 respondents. The authors examined the hypothesized relationships using structural equation modeling. Findings – In contrast to the conventional wisdom of NVM, the results suggest a positive influence of not only perceived benefits but also perceived risks on intention to engage in OLBSN and brand advocacy during the ongoing pandemic. Research limitations/implications – This study explains the emerging dynamics of pandemic-induced mortality salience in OLBSN decision-making and has implications for luxury-brand marketers in designing brand communication strategies over social media. |
URI: | http://103.65.197.75:8080/jspui/handle/123456789/62 |
Appears in Collections: | Journal Articles |
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2021-2022-60.pdf Restricted Access | 378.56 kB | Adobe PDF | View/Open Request a copy |
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