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

Marina Leban, Ben Voyer

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
TitelAdvances in Consumer Research : Volume 43
RedaktørerKristin Diehl, Carolyn Yoon, Duluth
Antal sider5
Publikationsdato2015
Sider379-383
StatusUdgivet - 2015
Udgivet eksterntJa

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