Exploring the Antecedents of Conspicuous Consumption and Posting Behavior of Conspicuous Consumption on Instagram

The luxury market has become one of the fastest-growing industries in the world. Users can easily show off their purchases on social media platforms. According to social comparison theory, conspicuous consumption posts on social media platforms may conduct users to experience envy. Studies on envy have indicated that people may engage in conspicuous consumption and make conspicuous consumption-related posts to avoid unpleasant emotions. For sellers of conspicuous goods, understanding the antecedents of conspicuous consumption and posting behavior of conspicuous consumption may be conducive to the formulation of marketing strategies and the increase in revenue. Therefore, this study investigates the impacts of posts of conspicuous material consumption and posts of conspicuous experiential consumption on conspicuous consumption and posting behavior of conspicuous consumption via envy. The research results can extend existing theories and help businesses to gain competitive advantage.