The influence of symbolic consumption on experience value and the use of virtual social networks

What is it about?

This research examines how symbolic consumption can be extended to the consumption of experiences. As shown in the results, when customers think that one experience reinforces their identities, they perceive higher value. In addition, perceived value influences satisfaction and satisfaction influences revisit intention. Furthermore, the results indicate that, when consumers want to materialize their experience, they use the basic tool of virtual social networks. In connection with that, consumers use more of their digital social networks when they perceive congruence between their experience and identity. It is indicated as well that higher social value and satisfaction increases the intensity of the use of social sites. Based on the results, some managerial guidelines are included.

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