Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media

This study draws from personal branding theory to explore how millennials display experiential luxury on Instagram. We use content analysis and thematic analysis to analyze and discuss the strategies held by micro-celebrities. We argue that the use of geo-tags can be seen as the materialization of experiential luxury on Instagram.



Citation:

Marina Leban and Benjamin G. Voyer (2018) ,"Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 673-673.

Authors

Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More

Featured

Product Search on Crowded Retail Shelves: Impact of Vertical Product Location on Search Performance

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

Read More

Featured

Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.