Article2022

From pandemic to Prada: examining online luxury-brand self-narratives

Yukti Sharma · Prakrit Silal · Jitender Kumar · Ramendra Pratap Singh

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Death Anxiety and Social Exclusion

Abstract

Purpose Amidst the exponential spread of the COVID-19 pandemic, this study aims to explore the evolving dynamics underlying consumers' narratives about luxury-brands over social media. While visualizing these Online Luxury-Brand Self-Narratives (OLBSNs) as a decision-making situation, the authors question the “rational-being” assumption of the Net Valence Model (NVM) during a pandemic situation. Specifically, the authors draw upon Terror Management Theory (TMT) to explicate the role of pandemic-induced mortality salience in rendering the idealistic assumptions of NVM unattainable. The authors uncover evidence of risk-taking behavior among luxury consumers while using OLBSNs as a potential meaning-providing structure during the pandemic. Design/methodology/approach This study employed a cross-sectional survey method. The authors conducted a structured Qualtrics survey to collect data from 588 respondents. The authors examined the hypothesized relationships using structural equation modeling. Findings In contrast to the conventional wisdom of NVM, the results suggest a positive influence of not only perceived benefits but also perceived risks on intention to engage in OLBSN and brand advocacy during the ongoing pandemic. Research limitations/implications This study explains the emerging dynamics of pandemic-induced mortality salience in OLBSN decision-making and has implications for luxury-brand marketers in designing brand communication strategies over social media. Originality/value This study makes an original endeavor to extend NVM beyond rational decision-making context by integrating the theoretical tenets of TMT within NVM while also delineating the decision-making mechanism of OLBSNs during the pandemic.

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