The effect of Instagram conspicuous consumptive behaviour on the intention to purchase luxury goods: A developing country’s perspective

Abstract

Background: Social media has grown to such a large extent that it has become a primary source of information amongst consumers online. Consequently, South Africa has seen an exponential growth in the use of Instagram.

Objective: The study investigates the effect of Instagram conspicuous consumptive behaviour on the intention to purchase luxury goods.

Methodology: Data collected from 364 South African respondents through a quantitative survey demonstrated the extent to which Instagram affected conspicuous consumptive buying behaviours. The survey was distributed via social media and the results were analysed using structured equation modelling.

Results: The study revealed that although Instagram usage intensity effects conspicuous consumptive behaviour, electronic-word-of-mouth (eWOM) credibility does not. This is because respondents considered Instagram as a platform where users deliberately display the positive aspects of their lives as opposed to its objective state. Furthermore, the study revealed users on Instagram display high levels of conspicuous behaviour that they intend to transform into luxury purchases.

Conclusion: Results from the study contribute to luxury marketers and other stakeholders in creating social media strategies and policies whilst providing valuable insight in understanding online conspicuous behaviours.