Michaelidou, N, Christodoulides, G and Presi, C orcid.org/0000-0001-9315-4276 (2022) Ultra-high-net-worth individuals: self-presentation and luxury consumption on Instagram. European Journal of Marketing, 56 (4). pp. 949-967. ISSN 0309-0566
Abstract
Purpose
Limited research has examined the segment of ultra-high-net-worth individuals (UHNWIs). This study aims to explore how this segment self-presents with regard to luxury on Instagram.
Design/methodology/approach
We use a qualitative research approach to content-analyze 815 publicly available photos on Instagram. The analytical approach involves multiple stages and yields three key themes.
Findings
Through Instagram images, UHNWIs engage in inconspicuous consumption via subtle displays of luxury possessions and more cues that indicate luxury experiences, power and social connections. The results further identify four dimensions of self-presentation in luxury consumption on social media: ostentatious, humble, revealed and hidden.
Research limitations/implications
The study adopts an inductive approach to identify themes related to UHNWIs’ self-presentation on Instagram. Other research could adopt a quantitative approach to identify drivers of the various themes. In addition, the unit of analysis was the photo posted by the UHNWI rather than the UHNWI himself or herself. Further research might explicitly consider the overall profile of each UHNWI and their holistic approach to posting with a view to developing a typology of UHNWIs based on the way they self-present and portray their luxury consumption.
Practical implications
Luxury marketers should focus on inconspicuous products and experiences that allow the UHNWIs to decelerate and spend time with their loved ones, access rare experiences and demonstrate power via their networks.
Originality/value
We extend prior research on self-presentation on Instagram. The authors focus on UHNWIs, a neglected yet significant segment of the luxury market.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2021, Emerald Publishing Limited. This is an author produced version of an article published in European Journal of Marketing. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | instagram; luxury consumption; self-presentation; ultra-high-net-worth individuals |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 09 Jul 2021 10:01 |
Last Modified: | 26 Jul 2022 08:33 |
Status: | Published |
Publisher: | Emerald |
Identification Number: | 10.1108/EJM-11-2020-0853 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:176011 |