The value of social media content to browsing and searching consumers of luxury products on Instagram

What is it about?

More and more people who buy luxury items are using social media to get information and advice before they actually go to a store to buy something. This study looks at two ideas - how people use social media and what they get out of it, and how they accidentally find information online while looking for something else. It's about understanding what kind of social media posts (like those that give information, are fun to watch, or show someone's lifestyle) luxury shoppers on Instagram find appealing based on why they are searching, and how these posts affect their decisions to buy something and how they feel about brands. The study found that why shoppers are looking for information, how useful and interesting they find the content, can change how they feel about brands and whether they decide to buy something.

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