In addition, luxury brands should pay special attention to the first two types of luxury consumption practices identified. Both compassing and curating are crucial for luxury brands because they help lurkers to fulfill a desire to over-indulge in luxury experiences in a non-material way. This form of unconventional luxury consumption is, for most people, the main or only way they can consume luxury. Thus, luxury brand managers should try to better understand what exactly lurkers search for on social media, when trying to curate intangible luxury experiences. Features such as hashtags and geo-tags are powerful tools that can lure consumers into following—a precursor to lurking—luxury brand content. In addition, professional social media accounts offer search functions to explore trending content, detailed statistics on views, likes and other forms of passive and active audience engage-ment, which may help managers to provide lurkers with the type of content they look for. For instance, the number of views of specific posts may reveal the type of picture layout that should be adopted to best capture the attention of viewers.
In addition, luxury brands should pay special attention to the first two types of luxury consumption practices identified. Both compassing and curating are crucial for luxury brands because they help lurkers to fulfill a desire to over-indulge in luxury experiences in a non-material way. This form of unconventional luxury consumption is, for most people, the main or only way they can consume luxury. Thus, luxury brand managers should try to better understand what exactly lurkers search for on social media, when trying to curate intangible luxury experiences. Features such as hashtags and geo-tags are powerful tools that can lure consumers into following—a precursor to lurking—luxury brand content. In addition, professional social media accounts offer search functions to explore trending content, detailed statistics on views, likes and other forms of passive and active audience engage-ment, which may help managers to provide lurkers with the type of content they look for. For instance, the number of views of specific posts may reveal the type of picture layout that should be adopted to best capture the attention of viewers.
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