{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,12,12]],"date-time":"2025-12-12T06:56:26Z","timestamp":1765522586640,"version":"3.48.0"},"reference-count":81,"publisher":"Emerald","license":[{"start":{"date-parts":[[2025,9,12]],"date-time":"2025-09-12T00:00:00Z","timestamp":1757635200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licences\/by\/4.0\/"}],"funder":[{"name":"Funda\u00e7\u00e3o para a Ci\u00eancia e a Tecnologia","award":["UIDB\/04647\/2020"],"award-info":[{"award-number":["UIDB\/04647\/2020"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>This paper analyzes the multifaceted effects of social media on luxury consumption. Specifically, the paper delves into the impact of (1) e-WOM derived from social media on the brand equity of luxury brands; (2)\u00a0consumers\u2019 social media usage on conspicuous consumption of luxury brands and (3) social self-esteem and (4) expected social return obtained from social media usage on conspicuous consumption of luxury brands.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Three survey-based studies were conducted in Portugal with three samples to test the proposed research model.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>Social media is compatible with the exclusivity positioning of luxury brands. On the one hand, e-WOM nurtures the brand equity of luxury brands. On the other hand, consumers\u2019 social media usage and the expected social self-esteem and social return obtained from social media favor the conspicuous consumption of luxury brands.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This study sustains with Western samples that, despite the ubiquity of social media, the exclusivity positioning of luxury brands can be nurtured through social media e-WOM, with effects on brand equity and conspicuous consumption, because of the expected social self-esteem and social return. Fashion brands should design social media content that encourages e-WOM to enhance consumers\u2019 social self-esteem and social return.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/apjml-03-2025-0403","type":"journal-article","created":{"date-parts":[[2025,9,12]],"date-time":"2025-09-12T08:56:29Z","timestamp":1757667389000},"page":"1-16","source":"Crossref","is-referenced-by-count":0,"title":["\u201cLook at what I own\u201d: the role of social\u00a0media in luxury brand equity and conspicuous consumption"],"prefix":"10.1108","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-7626-0509","authenticated-orcid":true,"given":"Beatriz","family":"Casais","sequence":"first","affiliation":[{"name":"School of Economics, Management and Political Science, University of Minho , ,","place":["Braga, Portugal"]},{"name":"iBMS \u2013 Centre for Research in Business, Markets & Society , ,","place":["Braga, Portugal"]},{"name":"CICS.NOVA.UMinho , ,","place":["Braga, Portugal"]}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5714-2876","authenticated-orcid":true,"given":"Ana Maria","family":"Soares","sequence":"additional","affiliation":[{"name":"School of Economics, Management and Political Science, University of Minho , ,","place":["Braga, Portugal"]},{"name":"iBMS \u2013 Centre for Research in Business, Markets & Society , ,","place":["Braga, Portugal"]},{"name":"CICS.NOVA.UMinho , ,","place":["Braga, Portugal"]}]},{"given":"Mafalda","family":"Abreu","sequence":"additional","affiliation":[{"name":"IPAM Porto , ,","place":["Porto, Portugal"]}]},{"given":"Doina","family":"Lungu","sequence":"additional","affiliation":[{"name":"School of Economics, Management and Political Science, University of Minho , ,","place":["Braga, Portugal"]}]},{"given":"Jorge","family":"Rodrigues","sequence":"additional","affiliation":[{"name":"School of Economics, Management and Political Science, University of Minho , ,","place":["Braga, 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