Exploring the Specificities of Online Luxury Brand Communities: an Ingratiation Theory Perspective

Marina Leban, London School of Economics
Ben Voyer, ESCP Europe, France
This study draws from ingratiation theory to investigate the specificity of online luxury brand communities, using an observational netnography. We analyze and discuss the diverging strategies held by low and high power community members, and the role played by flattery in maintaining and gaining status in the community.
[ to cite ]:
Marina Leban and Ben Voyer (2015) ,"Exploring the Specificities of Online Luxury Brand Communities: an Ingratiation Theory Perspective", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 379-383.