Abstract

Purpose: This study aims to examine the effects of social power of streamers and social capital on purchase intention in the luxury brand commerce context. Research design, data and methodology: A survey was used to explore key questions about the relationships between social power of streamers, social capital, attitude, and intention to purchase luxury brands in the luxury brand commerce. Through a comprehensive examination of social power of streamers —including expert, legitimate, referent, and reward dimensions—and social capital, this research reveals how these factors influence consumer attitudes and purchase intentions in the context of luxury brand commerce. Results: The findings indicate that social power significantly enhances social capital, which in turn affects consumers' positive attitudes toward luxury brands and their intentions to purchase in the luxury brand commerce context. The study uncovers that both social power and social capital are essential in influencing attitude and driving purchase behavior in the context of the luxury brand commerce, particularly for luxury brands. The study’s results offer valuable insights for luxury brand managers, highlighting the importance of selecting influencers in the luxury brand commerce who not only own strong social power but also have cultivated considerable social capital. Conclusions: This research contributes to the theoretical foundation of luxury brand commerce and provides practical implications for enhancing luxury brand strategies in the digital marketplace.