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 MoreFeatured
Q11. The Effect of Message Ephemerality on Information Processing
Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA
Featured
F1. Reach out in the Darkness: How Unfair Treatments Shape Social Connection Motivation
Yijie Wang, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Mandy Mantian Hu, Chinese University of Hong Kong, China
Ninghua Zhong, Tongji University
Featured
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex