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This study examines the influence of influencer marketing strategies on Chinese consumers’ awareness and consideration of luxury fashion brands, with a focus on the presentation of available versus unavailable products on social media. Influencer marketing has become a vital tool for luxury brands, yet little research explores the nuances of promoting unavailable products. This study addresses this gap by examining how different influencer strategies affect consumer responses, considering the unique cultural context of Chinese consumers’ uncertainty avoidance and loss aversion. Through an online questionnaire (n = 281) targeting Chinese female luxury fashion consumers aged 18–27, the study tests several hypotheses related to consumer awareness, consideration, pleasure, and arousal. Results indicate that influencer marketing strategies significantly influence consumer perceptions, with differences between available and unavailable product presentations. The study concludes that luxury brands should tailor their influencer marketing approaches to account for cultural and psychological factors, providing actionable insights for marketers aiming to enhance brand engagement in China.

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Comparing the Effects of ‘Showing Available Product’ and ‘Showing Unavailable Product’ by Social Media Influencers for Luxury Fashion Brands: How Loss Aversion and Uncertainty Avoidance Affect Chinese Consumers’ Buying Behaviour

  • 章节

  • 发表日期：

    2026年

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  • Liru Jiang,
  • Ni Zeng,
  • Enshang Shang,
  • Gianpaolo Vignali,
  • Stephen Doyle

摘要

This study examines the influence of influencer marketing strategies on Chinese consumers’ awareness and consideration of luxury fashion brands, with a focus on the presentation of available versus unavailable products on social media. Influencer marketing has become a vital tool for luxury brands, yet little research explores the nuances of promoting unavailable products. This study addresses this gap by examining how different influencer strategies affect consumer responses, considering the unique cultural context of Chinese consumers’ uncertainty avoidance and loss aversion. Through an online questionnaire (n = 281) targeting Chinese female luxury fashion consumers aged 18–27, the study tests several hypotheses related to consumer awareness, consideration, pleasure, and arousal. Results indicate that influencer marketing strategies significantly influence consumer perceptions, with differences between available and unavailable product presentations. The study concludes that luxury brands should tailor their influencer marketing approaches to account for cultural and psychological factors, providing actionable insights for marketers aiming to enhance brand engagement in China.