Me, like Chanel: Examining Antecedents and Consequences of Consumers’ Luxury Brand Engagement on Instagram

Abstract

This study investigates the key antecedents and outcomes of consumer–brand engagement (CBE) in the context of luxury brands on social media. Based on data collected from 547 nonstudents—specifically, young consumers who followed luxury brands on Instagram—the results reveal that predicting variables (consumer involvement, need for status signaling, and brand self-expressiveness) have a differing effect on CBE dimensions (cognitive processing, affection, and activation) and brand outcomes (brand attitude, brand usage intention, and self–brand connection). The study provides valuable managerial and academic implications and suggestions for future research.