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.
|Title of host publication||Advances in Consumer Research : Volume 43|
|Editors||Kristin Diehl, Carolyn Yoon, Duluth|
|Number of pages||5|
|Publication status||Published - 2015|
Leban, M., & Voyer, B. (2015). Exploring the Specificities of Online Luxury Brand Communities: An Ingratiation Theory Perspective. In K. Diehl, C. Yoon, & D. (Eds.), Advances in Consumer Research : Volume 43 (pp. 379-383) https://www.acrwebsite.org/volumes/1019786/volumes/v43/NA-43