Wanwisa Charoennan

Department of Marketing, Martin de Tours School of Management and Economics, 

Assumption University, Thailand


 Kai-Ping Huang

Department of Business Administration, Fu Jen Catholic University, Taiwan

Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.


The purpose of this study was to examine the influences of social media usage, key opinion leaders (KOLs), self-image congruency, and materialism on conspicuous consumption, as well as how conspicuous consumption had an impact on happiness with a purchase and satisfaction with luxury fashion products in a social media platform.The literature review suggested that conspicuous consumption was accelerated over a social media platform and by the role of KOLs because they promoted the favorable self-expression through a product consumption that exhibits an image that was congruent with an individual’s ideal self-image. The literature also implied that a materialistic consumer was likely to engage in conspicuous luxury consumption. Regarding its consequences, a happiness with a purchase and a satisfaction with a product were likely to be associated with conspicuous consumption. The literature in this study provided a more holistic comprehension of conspicuous consumption by incorporating both influential factors and potential consequences, and can be referred to in developing more efficient advertising and marketing activities.  

Keywords: Marketing, Conspicuous consumption, social media, key opinion leader, purchase happiness, customer satisfaction

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