Abstract
Background: Social media has grown to such a large extent that it has become a primary source of information amongst consumers online. Consequently, South Africa has seen an exponential growth in the use of Instagram.Objective: The study investigates the effect of Instagram conspicuous consumptive behaviour on the intention to purchase luxury goods.Methodology: Data collected from 364 South African respondents through a quantitative survey demonstrated the extent to which Instagram affected conspicuous consumptive buying behaviours. The survey was distributed via social media and the results were analysed using structured equation modelling.Results: The study revealed that although Instagram usage intensity effects conspicuous consumptive behaviour, electronic-word-of-mouth (eWOM) credibility does not. This is because respondents considered Instagram as a platform where users deliberately display the positive aspects of their lives as opposed to its objective state. Furthermore, the study revealed users on Instagram display high levels of conspicuous behaviour that they intend to transform into luxury purchases.Conclusion: Results from the study contribute to luxury marketers and other stakeholders in creating social media strategies and policies whilst providing valuable insight in understanding online conspicuous behaviours.
Highlights
Social media is born from the introduction of Web 2.0 technologies
The results from the present study can conclude that Instagram is largely influential on a consumer’s conspicuous consumptive behaviour which is in line with current literature on the topic
The main contribution to the literature is how marketers view the value of social media marketing as the influence to purchase luxury goods does not stem from eWOM as consumer do not deem each other reliable but stems rather from the dependency and usage intensity of social media
Summary
Social media is born from the introduction of Web 2.0 technologies. Web 2.0 technologies describe sites that emphasise user-generated content, usability and interoperability (Thoumrungroje 2018). Web 2.0 technologies have enabled social media, such as the social networking site Facebook; the microblog, Twitter; and the photo sharing site, Instagram, to thrive. Social media incorporates a ‘wide range of online word-of-mouth forums’, including Facebook, Twitter, Instagram, LinkedIn and Snapchat (Erkan & Evans 2016; Thoumrungroje 2018). South Africa is seen to contribute to the growth of social media on a wide scale, reporting 23 million active social media accounts and a growth rate of 20% (Patricios & Goldstuck 2018). In 2018, Patricios and Goldstuck (2018) reported that Instagram had redefined the social landscape in South Africa with a 33% growth rate, higher than any other social media platform. South Africa has seen an exponential growth in the use of Instagram
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
