In this study, we theorize that the way consumers communicate on social media (“liking”2 vs. posting) leads to consequential preferences for luxury products. Specifically, for light users, who spend less than one hour on social media, “liking” (vs. posting) strengthens (vs. weakens) preference for social value-framed luxury products (i.e., creates a good impression to others) compared to functional value-framed products (i.e., superior quality). This contrasts with heavy users, who spend more than two hours on social media, where posting (vs. “liking”) strengthens (vs. weakens) preference for social value-framed luxury products compared to functional value-framed products. Thus, the relationship between social media interaction (“liking” vs. posting) and preference for luxury products is conditionally mediated by communication expectation with others. Both the direct effect and indirect effect are moderated by the time spent on social media and luxury value type.

Employing national consumer panels in the US and Korea (N = 767), this research examined how consumer evaluations of graphic sexual ads on social media differ from those of non-sexual ads, and to what extent such evaluations are influenced by different cultural backgrounds (Individualism vs. Confucianism) and sexual self-schema (SSS) levels.

This paper reports a survey done that examined the relationship between the use of Facebook, WhatsApp, Twitter and Youtube on students’ academic performance in Osun State secondary schools. The study adopted the descriptive research design. The population of the study comprised all 7,767 teachers in Osun State secondary schools. The sample of 385 teachers was randomly selected. Two self-designed questionnaires were used. The data were analysed using Pearson Product Movement Correlation Statistics (PPMCS) at 0.05 level of significant. The findings showed that the use of Facebook (r = 0.692, df = 2071 & p<0.05), WhatsApp (r = 0.615, df = 2071 & p<0.05), Twitter (r = 0.542, df = 2071 & p<0.05), and Youtube (r = 0.461, df = 2071 & p<0.05) were significantly related to students’ academic performance of Osun State secondary schools. The study concluded that that the use of Facebook, WhatsApp, Twitter and Youtube among teachers and students had positive contributions to students’ academic performance of Osun State secondary schools. The findings implicate that the teachers and students in Osun State secondary schools and Nigeria at large should admire the use of social medial such as Facebook WhatsApp, Twitter and Youtube as an interactive forum for teaching-learning activities.

The research employs factor analysis, followed by a MANOVA procedure to explore relationships between fashion consumption and social media usage behavior based on data collected from 447 individuals. Findings suggest that social media usage and apparel consumption motivations interact, particularly for whom use social media for instant-self presentation.

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.

The purpose of this research is to explore the factors that affect a celebrity’s perceived authenticity on social media sites. In total, 653 Taiwanese consumers were recruited to examine the proposed model. The findings generally support our model. The theoretical and managerial implications of this study are discussed.

Using an experimental design, we investigated whether the relationship between apparel product novelty and consumers’ curiosity depends on perceived fashion influencers’ socioeconomic status. In addition, we investigated mediating role of curiosity in the product novelty effect on purchase intentions and intention to use a social shopping service.