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.
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.
Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France
NA - Advances in Consumer Research Volume 46 | 2018
Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA
L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA
H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions
Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA