Analyzing the Perception of Experiential Luxury Consumption of Millennials on Instagram: a New Methodological Approach
This methodological paper presents a new multidisciplinary mix-method web content mining approach, bridging marketing and geography. Results demonstrate how rich millennial micro-celebrities signal experiential luxury consumption through geo-tags on Instagram, and how followers of these rich millennial micro-celebrities perceive experiential luxury consumption.
Marina Leban and Matthias Plennert (2018) ,"Analyzing the Perception of Experiential Luxury Consumption of Millennials on Instagram: a New Methodological Approach", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 674-674.
Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg
NA - Advances in Consumer Research Volume 46 | 2018
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