Me, like Chanel: Examining Antecedents and Consequences of Consumers' Luxury Brand Engagement on Instagram

This study investigates the key antecedents and outcomes of consumer-brand engagement (CBE) in the context of luxury brands on social media. Based on data collected from 547 nonstudents-specifically, young consumers who followed luxury brands on Instagram-the results reveal that predicting variables (consumer involvement, need for status signaling, and brand self-expressiveness) have a differing effect on CBE dimensions (cognitive processing, affection, and activation) and brand outcomes (brand attitude, brand usage intention, and self-brand connection). The study provides valuable managerial and academic implications and suggestions for future research.