publication . Conference object . 2017

Meet the HENRYs: A hybrid focus group study of conspicuous luxury consumption in the social media context

Kennedy, G.; Bolat, Elvira;
Open Access English
  • Published: 03 Jul 2017
  • Country: United Kingdom
Abstract
Social media has created different dimension of consumers for luxury products, specifically the aspirational consumer who wishes to own a product, but for economic reasons cannot. In other words aspirational consumers use luxury brands to create value for themselves using social media to conspicuously consume without purchase. Aspirational consumers are mostly found among HENRYs (high earners, not rich yet). Studies around conspicuous consumption of luxury products as a result of digital technology influence are fragmented. However, in-depth understanding of HENRYs’ consumer behaviour in the pre-experience (before actual purchase) stage is important. Using hybri...
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