Why are they so obsessed with flaunting luxury goods on social media?

I know this married Vietnamese couple on Facebook, who are always posting pictures and short clips of their newly-bought LV bags or Chanel heels, you name it, every week. They own a nail salon, and I get that they've worked hard, but you don't see CEOs flaunting their luxury goods like this couple does. When their son is sick, they wrap a Gucci blanket around him and record it for Facebook, clearly trying to focus attention on the Gucci. New Benz? Gotta post it. First class on a plane? Gotta post it. Wagyu beef? Gotta post it. What's up with these people?

Why are they so obsessed with flaunting luxury goods on social media?
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