Abstract
This study draws from ingratiation theory to investigate the specificity of online luxury brand communities, using an observational netnography. We analyze and discuss the diverging strategies held by low and high power community members, and the role played by flattery in maintaining and gaining status in the community.
| Original language | English |
|---|---|
| Title of host publication | Advances in Consumer Research |
| Editors | Kristin Diehl, Carolyn Yoon, Duluth |
| Pages | 379-383 |
| Number of pages | 5 |
| Volume | 43 |
| Publication status | Published - 2015 |