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Moderation of Self-expression. Note: The vertical axis represents brand awareness, the horizontal axis represents the social visibility of consumption, and the dashed lines represent high and low self-expression.
Source publication
This study explores the transformative impact of a digital platform integrating social media platforms like WeChat and Weibo with social e-commerce applications such as RED on individuals' consumption behaviours. It examines how this influence reshapes personal image, builds social identity, and engages in various behaviours, particularly focusing...
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Context 1
... a bootstrap test by utilizing the average value for 'selfexpression' and adjusting it by adding or subtracting one standard deviation. The results in Table 5 To further test the moderating effect, we divided 'self-expression' into 'high self-expression' (M + SD) and 'low self-expression' (M SD) before drawing an interaction effect diagram (Fig. 2). The slope of the straight line in Fig. 2 reflects the impact of social visibility and consumption on brand awareness. According to a simple efficiency analysis, for individuals with high self-expression, individual brand awareness follows a significant upwards trend when the social visibility of consumption increases (simple slope = ...
Context 2
... value for 'selfexpression' and adjusting it by adding or subtracting one standard deviation. The results in Table 5 To further test the moderating effect, we divided 'self-expression' into 'high self-expression' (M + SD) and 'low self-expression' (M SD) before drawing an interaction effect diagram (Fig. 2). The slope of the straight line in Fig. 2 reflects the impact of social visibility and consumption on brand awareness. According to a simple efficiency analysis, for individuals with high self-expression, individual brand awareness follows a significant upwards trend when the social visibility of consumption increases (simple slope = 1.414; p < 0.001). For those with low ...
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Citations
Os indivíduos aproveitam ocasiões especiais para selecionar bens de luxo (conspícuos) que projetem uma imagem de sucesso e prestígio, especialmente em eventos sociais onde é necessário que os demais membros reconheçam e validem essa identidade. Fazendo uso de um modelo de equações estruturais, este estudo propõe investigar os antecedentes e consequências do consumo conspícuo em eventos de importância social, considerando construtos de dimensões como centralidade do estilo de vida, consciência de marca, ostentação e sinalização, singularidade, conformidade social, consumo de status e autoexpressão. Os resultados destacam que a centralidade do estilo de vida influencia significativamente a consciência de marca, que, por sua vez, impacta dimensões centrais do consumo conspícuo. Além disso, o consumo de status desempenha um papel mediador na relação entre essas dimensões e a autoexpressão dos consumidores. Este modelo contribui para a literatura ao integrar fatores psicológicos e sociais no estudo do consumo conspícuo, oferecendo implicações teóricas e práticas para estratégias de marketing e a gestão de marcas.
