In this example, Jenna stresses that her preferred luxury-related content is mainly locations, houses, or luxurious lifestyles. Here, the material and more traditional role of luxury brands is not acknowl-edged. It is through the digital virtual consumption of experiences, rather than the display of products, that lurkers seem to find satisfac-tion. Furthermore, in fulfilling their daily rituals of regularly checking luxury-curated content on Instagram, lurkers can daydream and fantasize about possible experiential luxury consumption, which is in sharp contrast to their offline, physical life that does not contain luxury experiences. As two respondents explained: