Overview

This book investigates consumer narcissism in this digital age. In their research, the authors observed narcissistic consumer psychology, impression management behavior, and e WOM (Electronic Word Of Mouth) behavior by consumers engaged in Social Networking Service and social commerce. The two types of narcissism, covert and overt, play different roles in luxury consumption and customer equity. The goal of this book is to offer a comprehensive understanding of the psychology and behavior of narcissistic consumers in the digital age. It provides a deeper understanding of narcissism, as well as guidance for advertising, branding, and marketing strategies aimed at digital consumers.

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