- Title
- Social Media Conspicuous Consumptive Behaviour and Consumers’ Purchase Intentions of Luxury Goods
- Creator
- Madzunya, Ntsundeni
- Subject
- Consumer behavior -- South Africa Social media -- Marketing
- Date
- 2018
- Type
- Thesis
- Type
- Masters
- Type
- MCom (Business Management)
- Identifier
- http://hdl.handle.net/10353/13524
- Identifier
- vital:39676
- Description
- Social media has grown to such a large extent that it has become a primary source of information among consumers online. The impact of the growth of popular social media sites such as Facebook and Instagram have allowed for interest in consumer online behaviour to increase. There is no specific social media model that can be used as a tool to understand its use and influence on conspicuous online consumption behaviour. The study aimed to develop and apply a model used to understand consumer behaviour in order to enhance the use of the communication landscape as a means to drive purchase intentions. Therefore, the purpose of this study was to investigate the effects of social media conspicuous consumptive behaviour on intention to purchase luxury goods. The primary objective of this study was to examine the effect of conspicuous consumptive behaviour facilitated by Instagram and Facebook on potential buyers’ intention to purchase luxury goods. The study also determined if Instagram and Facebook usage intensity has an influence on conspicuous consumptive behaviour. In addition, the study also examined the relationship between Instagram and Facebook eWOM credibility and conspicuous consumptive behaviour. The study was underpinned by a positivist paradigm, a quantitative approach and the appropriate descriptive research design. Data was collected from both primary and secondary sources. An online survey was conducted to collect primary data, through the use of a questionnaire developed from previous studies. The questionnaire was administered online through the Survey Monkey platform to a total of 364 respondents. Analysis and interpretation of findings was done using both the descriptive and inferential statistical measures, with the help of Statistical Package for Social Scientists (SPSS) 24 and Lisrel (version 9). The scales adopted for the study consisted of eight constructs, Instagram usage intensity, Instagram eWOM credibility, Instagram conspicuous consumptive behaviour, Instagram intention to purchase luxury goods, Facebook usage intensity, Facebook eWOM credibility, Facebook conspicuous consumptive behaviour, Facebook intention to purchase luxury goods. All the scales used in this study were found to be reliable and valid. ii Based on the 364 responses, the study found a positive relationship between both Facebook and Instagram usage intensity and conspicuous consumptive behaviour. Conversely, results showed that eWOM credibility on both Facebook and Instagram had no relationship with conspicuous consumptive behaviour. Lastly, Instagram conspicuous consumptive behaviour had a positive relationship with the intention to purchase luxury goods. A similar finding was found for Facebook conspicuous consumptive behaviour and the intention to purchase luxury goods. Luxury marketers are encouraged to formulate social media strategies that emphasise consumer involvement, engagement and trust; this, in turn, will increase total social media usage and influence. However, further research may want to include other popular social media platforms, such as Twitter and WhatsApp, to gain a wider understanding of the effect of social media conspicuous consumptive behaviour on intention to purchase luxury goods.
- Format
- 226 leaves
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Management and Commerce
- Language
- English
- Rights
- University of Fort Hare
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UFH Department of Business Management
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | MADZUNYA N 201212596 M COM.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |