Domain: Consumer psychology, social media marketing, luxury branding. Title: How sophisticated language helps luxury brands achieve content virality on social media.

Today with the rise of social media, many scholars have found that easy-to-read text can help firm-generated content (FGC) get more viral on social media. However, combining the findings from the areas of luxury management, linguistic sociology and consumer psychology, we hypothesized that easy-to-read content may not be conducive to the dissemination of luxury brands' content. At present, we have verified through all Facebook posts of two watch brands (a luxury brand vs a non-luxury brand) in the past ten years that the increase in language sophistication can indeed help the content of luxury brands (compared to non-luxury brands) get more shares. Our next step is to conduct a series of laboratory experiments to explore the psychological mechanism behind this.