Experience and value perceived by the fashion brand followers in the Instagram
DOI:
https://doi.org/10.5965/25944630532021246Keywords:
Instagram, Perceived Value, Fashion ConsumptionAbstract
This study investigated the nature of the experiences of fashion brand followers on Instagram. Based on Holbrook's (1999) axiology, we found in 21 in-depth interviews that perceived value is multidimensional, self-directed, hedonic, utilitarian and can be categorized into eight types: efficiency, excellence, esteem, status, ethical and epistemic. It has been found that all types are very relevant in the perception of the value of the brands
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Copyright (c) 2021 Paula Elisa Hubner Duarte Lima
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