The consumer socialization process: How social media affects youth luxury consumption

Abstract

This study aimed to examine the influence of social media on luxury consumption from the perspective of youth consumer socialization. To this end, the study conducted semistructured, in-depth interviews with 26 Korean youths aged 14–24 who had purchased luxury products. The study found that youth encounter luxury images posted by influencers, unspecified others, and peers on social media, and this exposure to advertisements and events by luxury brands stimulates consumption, leading to luxury purchases. In addition, after purchasing such products, posting on social networking sites such as Instagram allows them to experience increased social approval and expanded social networks. Fashion influencers, luxury-related information, and communication activities on social media influence socialization related to luxury purchases among youths. Furthermore, interactions on social media played a significant role in youth decision-making for luxury purchases. This study offers a significant contribution by updating the existing literature on socialization by examining youth consumer socialization under the influence of social media.