We explore how young, educated consumers in a collectivist emerging market, utilize social media (SM) to increase self-esteem through interaction with retailers and achieve emotional well-being. Primary data were collected in Vietnam through a survey. 192 responses were analyzed using PLS-SEM. The findings show that SM provides an online space for value co-creation, where young consumers feel more closely connected with the service provider and express themselves to retailers. Close interaction via a retailer’s mediation “responsiveness” facilitates consumer learning and provides opportunities for consumers to convert initial knowledge to second stage knowledge through conversion. In the process of mediation and interaction, SM is used to facilitate the learning cycle. Also, retailers apply the value-in-use concept by adapting relevant information to better suit a particular individual’s needs. This imbues a sense of self confidence and results in consumers gaining self-esteem.

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.