How Korean youth meet their need for approval while posting luxury goods on Instagram?

Purpose The purpose of this study is to examine how youth’s need for approval can be fulfilled by their luxury consumption and Instagram posting behavior. Design/methodology/approach Semi-structured interviews were conducted with 26 Korean youth aged 14–24 years. Findings Approval from others obtained via luxury consumption may be classified into three major themes: fashion sense and special discernment, fame and social influence and wealth and economic ability. This shows that individuals who satisfy youth’s need for approval have become more diverse with faster feedback and that approval is confirmed through more specific methods. Originality/value This study found that youth’s luxury consumption and posting behaviors are validated by different types of people both online and offline, and such approval affects their psychological change.