Profs. Aniruddha Pangarkar and Sampath Kumar publish “Drivers of eWOM engagement on social media for luxury consumers”
Assistant Professor of Marketing, Aniruddha Pangarkar, and Professor of Marketing Sampath Kumar, recently collaborated on a paper titled “Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions” which has just been published in Journal of Retailing and Consumer Services (ABDC A, Impact Factor 10.972), and is now available online.
eWOM is a highly efficacious, engaging, and dynamic strategy where luxury consumers post pictures, share reviews, and disseminate information with other consumers on social media platforms like Facebook, Instagram, and TikTok. Extant research has not examined the antecedents and drivers that lead to eWOM behavior for luxury consumers. The authors leverage self-congruity theory and through its focal lens, their study addresses this research gap. The results from this study provide some really interesting insights and long-term growth-oriented strategies for managers at luxury firms, along with future research directions for scholars and researchers.