How Conspicuous Signaling in Social Media Influences Luxury Fashion Display in Real-World

This study investigates the interrelationships between conspicuous signaling in online versus offline contexts using a survey of 474 Indonesian luxury fashion consumers.The results demonstrated positive impacts of self-brand congruence on both online and offline conspicuous signaling, while social media intensity only affects online conspicuous signaling.Additionally, online conspicuous signaling positively influences offline conspicuous signaling.Both online and offline conspicuous signaling induce further conspicuous reconsumption, with a stronger effect from online signaling.The findings provide novel evidence on how online interactions shape conspicuous consumption behaviors in real-world, advancing theories on technology's role in luxury brand perceptions and repeat consumption.