Ultra-high-net-worth individuals: self-presentation and luxury consumption on Instagram
نویسندگان
چکیده
Purpose Limited research has examined the segment of ultra-high-net-worth individuals (UHNWIs). This study aims to explore how this self-presents with regard luxury on Instagram. Design/methodology/approach We use a qualitative approach content-analyze 815 publicly available photos The analytical involves multiple stages and yields three key themes. Findings Through Instagram images, UHNWIs engage in inconspicuous consumption via subtle displays possessions more cues that indicate experiences, power social connections. results further identify four dimensions self-presentation media: ostentatious, humble, revealed hidden. Research limitations/implications adopts an inductive themes related UHNWIs’ Other could adopt quantitative drivers various In addition, unit analysis was photo posted by UHNWI rather than himself or herself. Further might explicitly consider overall profile each their holistic posting view developing typology based way they self-present portray consumption. Practical implications Luxury marketers should focus products experiences allow decelerate spend time loved ones, access rare demonstrate networks. Originality/value extend prior authors UHNWIs, neglected yet significant market.
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ژورنال
عنوان ژورنال: European Journal of Marketing
سال: 2021
ISSN: ['0309-0566', '1758-7123']
DOI: https://doi.org/10.1108/ejm-11-2020-0853