Online behaviour of luxury brand advocates: differences between active advocates and passive loyalists

Abstract

The study aims to identify online behaviours of luxury brand advocates referring to differentiation between active and passive loyalists. A netnographic approach was used to observe groups of luxury handbag advocates. Key findings include an identification of engagement manifested in positive word of mouth and enthusiastic brand recommendation. Advocates routinely share their love of particular brands, openly expressing joy and sharing heightened levels of self-esteem. Engaged passive loyalists tend to share less with peers, but instead celebrate their purchases more personally.