Abstract

LUNA-CORTES, Gonzalo. THE INFLUENCE OF SYMBOLIC CONSUMPTION ON THE INTENSITY OF DIGITAL SOCIAL NETWORKS USE AND THE PERCEIVED VALUE OF EXPERIENCES. Innovar [online]. 2017, vol.27, n.64, pp.37-50. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v27n64.62367.

This research studies how symbolic consumption (consistency between consumed object and consumer's identity) currently broadens until the field of consumption of experiences. As results indicate, when consumers observe an experience that reinforces their own identity, they perceive more value on such experience, which increases their satisfaction and repurchase intention. Results also point that consumers use an essential tool when externally materializing experiences: Digital social networks. In this sense, the results of this research show that consumers make greater use of social networks when consuming experiences that match their identity, increasing the value of the experience even more. Finally, based on the results, a series of guidelines at a managerial level are presented.

Keywords : Symbolic consumption; perceived value; consumption of experiences; social networks.

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