Displaying luxury on social media: Chinese university students’ perception of identity, social status, and privilege

Abstract Study purpose This study draws on theories of conspicuous consumption, cultural capital, and impression management to explore how Chinese university students perceive the display of luxury goods consumption on social media as a means of communicating identity, social status, and privilege. Design/methodology/approach A mixed-methods approach was employed, using an online survey with open-ended questions to gather qualitative and quantitative data from 329 Chinese university students. Thematic analysis was conducted to identify critical patterns in participants’ perceptions of the display of luxury goods on social media. Findings The findings reveal that participants perceive the display of luxury goods on social media as a strategy for self-presentation and identity construction. This practice is influenced by cultural norms, particularly the concept of “face” (mianzi), which refers to maintaining social reputation and gaining respect within one’s community. While some participants associate luxury displays with elevated social standing and economic power, others critque them as performative acts and disconnected from authentic markers of privilege. Social implications The study highlights the role of social media in shaping cultural narratives of identity and privilege, particularly in collectivist societies like China. It underscores how digital platforms mediate the performance of luxury consumption, reflecting both global trends and localized cultural dynamics. Practical implications Marketers and social media practitioners can leverage these insights to design culturally relevant strategies that align with Chinese consumers’ motivations for luxury consumption. Originality/value This study contributes to the literature by integrating global theories of luxury consumption with the unique cultural constructs of Chinese society. It explains how social media shapes the intersection of identity, status, and privilege in digital spaces.