Altogether, this research advances the understanding of unconven-tional luxury consumption practices. As it uncovers new online prac-tices that contribute to luxury consumption, one of the key takeaways is that further research is needed to better understand the way online and offline practices interact. That is, more research is required to under-stand how lurking practices can translate into real-world consumer behaviors, for instance by looking at how preferences can be shaped by lurking and the enhanced imaginary triggered by social media usage. Similarly, real-world consumer behavior practices (e.g. window shop-ping) may translate in online lurking practices (curating a list of pic-tures of an item seen worn by a friend). Understanding the interaction and complementarity between online and offline consumption practices is therefore important to fully capture the meaning of lurking.