The value of social media content to browsing and searching consumers of luxury products on Instagram

Purpose This study aims to examine the influence of social media (SM) content on luxury brand consumer behavior on Instagram, integrating “uses and gratifications” and “online information encountering” theories to assess how content types impact purchasing decisions. Design/methodology/approach Using an integrative model, the study surveyed 753 British luxury consumers who use Instagram. Data were analyzed through structural equation modeling to assess the effects of SM content on consumer behavior. Findings Distinct preferences for content types among Instagram users were observed, with “active searchers” preferring informational content, while “browsers” favored entertaining content. Entertaining content elicited positive emotions; in contrast, self-portraying content raised anxiety levels. High-arousal positive emotions were linked to increased perceptions of content as interesting and useful, positively influencing brand evaluation and purchase intentions. Research limitations/implications The findings suggest a need for a nuanced approach to SM strategy in the luxury sector, emphasizing the importance of content type in consumer engagement and decision-making processes. Future research could extend these insights across different demographics and SM platforms to enrich the theoretical and practical understanding of SM content’s impact. Practical implications Luxury brands are advised to strategically tailor their Instagram content to align with their target audience’s emotional and informational preferences, optimizing engagement and driving purchase intentions. Social implications This study enriches understanding of how different types of Instagram content influence luxury consumer behavior, highlighting the strategic importance of content customization to meet varied consumer needs, thereby enhancing engagement and influencing purchase decisions. Originality/value The study provides a more granular approach to the effect of SM content on luxury consumer behaviors. It provides a moderated view of the direct and indirect effects of different types of SM content on brand attitudes and purchase intentions. This provides a more inclusive explanation on the way SM content influences consumers.