The “backfire” effects of luxury advertising on TikTok: The moderating role of self-deprecating online reviews

This paper aims to investigate the influence of various advertising channels on consumers' value perceptions of luxury brands, with a specific focus on the potential negative effects of TikTok on luxury advertising. Using an experimental design, four studies were conducted to rigorously examine these research questions. Study 1 reveals that, compared to traditional media, TikTok advertising has a more adverse impact on consumers' value perceptions of luxury brands. In Study 2, the mediating role of psychological distance is identified as the underlying mechanism explaining how media types in luxury advertising affect value perceptions. Study 3(a) highlights significant disparities in the number of online reviews and “likes” for different review types. Additionally, Study 3(b) discovers that self-deprecating online reviews can significantly increase the value perception of luxury brands on TikTok. This study contributes both theoretically and practically to the field of luxury marketing management, offering insights into the nuanced dynamics of luxury advertising across diverse media channels. Furthermore, it provides valuable suggestions for future research within the realm of luxury marketing, particularly in the context of social media.