Some well-known luxury fashion brands log off social media or deliberately keep their accounts empty. The article investigates how consumers of high-end fashion brands react to this social media strategy through a series of experiments. This study provides managerial implications for social media strategy of luxury fashion brands.

• Olga Nechaeva(University of Pisa, Italy)
• Valentina Mazzoli(University of Verona, Italy)
• Raffaele Donvito(University of Florence, Italy)
• Virginia Vannucci(University of Bologna, Italy)
• Gaetano Aiello(University of Florence, Italy)