This study investigates how consumers perceive and interpret indulgent consumption behaviours shared on social media, focusing on the impact these behaviours have on the perceived warmth of the person sharing the content. Employing a qualitative, deductive approach, this exploratory research reveals that sharing indulgent consumption signals interpersonal warmth, leading to increased interaction on social media due to perceived authenticity. The study posits that indulgent consumption, when publicly displayed, is perceived as more authentic compared to healthy consumption, as it reflects genuine preferences rather than impression management. Authenticity, characterized by behaviours aligned with one’s true self, enhances perceived warmth. The findings suggest that individuals who share indulgent consumption content are viewed as warmer, fostering trust and engagement. This research contributes to understanding the role of authenticity in social media interactions and offers insights into the significance of perceived warmth in both interpersonal and consumer relationships. The study's implications extend to marketing strategies, highlighting the benefits for brands and individuals in cultivating a warm, authentic image online.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-66755 |
| Date | January 2024 |
| Creators | Cheung, Amy |
| Publisher | Mälardalens universitet, Akademin för ekonomi, samhälle och teknik, Student of MDU |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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