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Lim Heejin,Childs Michelle,Cuevas Leslie,Lyu Jewon 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.2
Grounded on commodity theory, this study examines the effects of content ephemerality on the perceived feeling of exclusivity in luxury brands’ social media communication. This study also investigates the role of luxury brand followers’ social value orientation in the effectiveness of the ephemeral content strategy. Employing Instagram as a study context, we conducted two main experiments using a single factor (i.e., ephemeral versus archived content) between-subject design. The findings of this study demonstrate that ephemeral content generates a higher level of perceived exclusivity than archived content. However, this effect was significant only for those relatively low in social value orientation. Also, perceived exclusivity was found to mediate the moderated effects of presentation modes on attitude towards a luxury brand’s Instagram. A neglected area in the field of luxury brands’ social media communication is how to develop differentiated content strategies for distinct audiences. The findings of the two studies suggest that while luxury brands reach a wide range of consumers via brand online social networking, they should consider offering the feeling of exclusivity to enhance attitude towards social media content among those low in social value orientation. We recommend that luxury brands carefully utilize the ephemeral content strategy as a solution.
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Heejin Lim,Michelle Childs,Leslie Cuevas,Jewon Lyu 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This study aims to assess the effectiveness of backstage storytelling in luxury brands’ social media communication and examine a psychological mechanism that elucidates how luxury brands’ backstage storytelling influences consumers’ attitudinal and relational outcomes. The theory of narrative transportation (Escalas, 2004) was employed as a theoretical lens. Focusing on the effects of visual storytelling in a social media platform, this study proposed that photos of a luxury brand’s backstage images offer a greater level of narrativity than staged images of products and models. Additionally, this study proposed VIP emotions and perceived intimacy as mediators between transportation to photo narrative and attitudes toward the brand, brand evaluation and self-brand connection. In addition, the effectiveness of social media for luxury brands’ visual storytelling was tested by testing the role of telepresence in viewers’ information processing. This study selects Instagram, a visual-oriented social media platform, as the study context; Chanel, a luxury fashion brand, was selected to develop the study stimuli. Two Instagram accounts for Chanel were created as study stimuli through a pre-test: one account with frontstage brand photos and one account with backstage brand photos. Students from two universities in the Southeast and Midwest were recruited and randomly assigned to one of the two experimental conditions, frontstage (n=118) or backstage (n=134) Chanel Instagram account. Manipulation checks confirmed that respondents perceived the experimental conditions as intended. Our results revealed that viewers in the backstage condition experienced higher levels of transportation than those in the frontstage condition; VIP emotions and perceived intimacy mediate the relationship between transportation and attitudes towards a brand’s Instagram, brand evaluations, and self-brand connection. Additionally, ANCOVA results confirmed the interaction effects of telepresence on transportation is significant only in the backstage condition. Findings from this study shed light on the effectiveness of luxury fashion brands’ visual storytelling in social media communication.
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