When social media users post their opinion on social media, they might expect to receive a favorable evaluation from others (e.g., ‘like’ on Facebook and ‘heart’ on Instagram). On the contrary, when users read and evaluate other’s posts, they are less likely to care about others. What’s more, if users spend more time on social media, posting would make them more care about others. This research answers the question ‘Does social media interaction alter the way we perceive value and affect different choice? Three studies show 1) how social media interaction affects consumers’ luxury value perception and the mediating role of social media self-view (interdependent vs. independent self), 2) how main effect and mediated relationship are different between two groups divided by participants’ time spent on social media (high vs. low: ±1 SD) and 3) how the type of social media interaction (post vs. “like”) affects handbag choice between social and functional luxury-superior option.

ABSTRACT
 INTRODUCTION
 LITERATURE REVIEW
  Consumers’ Luxury Value Perception
  Social media interaction and Self-view (Interdependent vs. Independent self)
  The interdependent self-view and social luxury value
  The independent self-construal and functional luxury value
  STUDY 1: The impact of social media interaction on luxury value perception and the mediating role of independent(private) self and interdependent (collective) self-construal
  STUDY 2: Group difference between light users (low time-spent group) and heavy users (high time-spent group)
  STUDY 3: Social media usage, independent self-construal and handbag choice between functional luxury value-superior option and social luxury value-superior option
 CONTRIBUTION
 References

• Jungsun Cho(Doctoral Student, NEOMA Business School, France)
• Bruno Godey(NEOMA Business School, France)
• Junghyun Kim(NEOMA Business School, France)