Narcissism and luxury consumption in digital age (Paperback) (ISBN-13: 9786208453992)

This book investigates consumer narcissism in this digital age. In their research, the authors observed narcissistic consumer psychology, impression management behavior, and e WOM (Electronic Word Of Mouth) behavior by consumers engaged in Social Networking Service and social commerce. The two types of narcissism, covert and overt, play different roles in luxury consumption and customer equity. The goal of this book is to offer a comprehensive understanding of the psychology and behavior of narcissistic consumers in the digital age. It provides a deeper understanding of narcissism, as well as guidance for advertising, branding, and marketing strategies aimed at digital consumers.

Author: Seong-Yeon Park,Yeu-Jin Kang
ISBN-10: 6208453992
ISBN-13: 9786208453992
Publisher: LAP Lambert Academic Publishing
Language: English
Published: 08/06/2025
Pages: 68
Format: Paperback
Weight: 0.23lbs
Size: 9.00h x 6.00w x 0.16d