Scarcity in luxury brand digital communication

Unveiling its effect on consumer perceptions

Bibliographic Data

ID21498145
AuthorsOlga Nechaeva (0000-0003-4295-2379, University of Florence, corresponding author), Costanza Dasmi (0009-0005-0367-0661, University of Florence), Valentina Mazzoli (0000-0002-8344-0356, University of Verona), Virgina Vannucci (University of Pisa), Raffaele Donvito (0000-0002-5135-2538, University of Florence)
Year2025
Volume44
Issue7
Pages1195-1226
Publication date2025-10-03
Open AccessNo
TypeARTICLE
VenueInternational Journal of Advertising (JOURNAL)
Journal identifiersISSN: 0265-0487 • E-ISSN: 1759-3948
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/02650487.2024.2427516
OpenAlexW4404483243
LanguageEN
Citations received3
References cited107

On Instagram, new trends in communication strategies are emerging. An increasing number of luxury brands struggle to attract consumers’ interest in the digital environment through communication scarcity. This study reveals the effects of Instagram communication scarcity on consumers’ perceptions of luxury brands by following uses and gratifications theory. By exploring recent examples of luxury brand digital communication strategies based on scarcity in three online experiments on luxury consumers, the current work reveals the negative effects of these strategies on perceived brand exclusivity via consumer interest, demonstrating the role of brand familiarity as a boundary condition in mitigating these effects. This study contributes to the digital luxury brand communication literature by considering the antecedents of perceived brand exclusivity. Furthermore, this study offers practical insights into the development of social media communication strategies in the luxury context

Advertising · Business · Economics · Microeconomics · Perception · Scarcity · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Marketing and Advertising Strategies · Psychology · Marketing

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