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An empirical study of luxury brand marketing effectiveness and itsimpact on consumer engagement on Facebook

Chedia Dhaoui
한국마케팅과학회 (Korean Scholars of Marketing Science)|2014.06|Journal of Global Fashion Marketing|제5권 제3호|pp. 209-222|DOI 10.1080/20932685.2014.907605

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Facebooksocial media marketingconsumer engagementluxury brand management奢侈品牌网络营销online marketing消费者参与社会化媒体
주제분류경영학

초록

Luxury brands have embraced the social media era through marketing communications pointing out the particular attributes of luxury such as high quality, rich pedigree, rarity, personality and placement, as well as using public relations, public figures and typically high pricing, to drive consumer engagement. This paper provides empirical findings about the effectiveness of luxury brand marketing in driving consumer engagement on social media platforms. An empirical study of 52 luxury brands’ Facebook pages has been conducted. The findings of this study provide valuable guidance for luxury brand managers and marketing researchers on how to formulate and implement effective social media marketing strategies to leverage their luxury brand’s potential.

Abstract

Luxury brands have embraced the social media era through marketing communications pointing out the particular attributes of luxury such as high quality, rich pedigree, rarity, personality and placement, as well as using public relations, public figures and typically high pricing, to drive consumer engagement. This paper provides empirical findings about the effectiveness of luxury brand marketing in driving consumer engagement on social media platforms. An empirical study of 52 luxury brands’ Facebook pages has been conducted. The findings of this study provide valuable guidance for luxury brand managers and marketing researchers on how to formulate and implement effective social media marketing strategies to leverage their luxury brand’s potential.

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관련 논문AI추천

Examining the role of luxury elements on social media engagementDuong Van Chien, Sung Billy한국마케팅과학회 · Journal of Global Fashion Marketing2021 · 제12권 제2호Understanding consumers’ responses toward social media advertising and purchase intention toward luxury productsSara Kamal, Shu-Chuan Chu, Yoo Jung Kim한국마케팅과학회 · Journal of Global Fashion Marketing2013 · 제4권 제3호Luxury goes digital: how to tackle the digital luxury brand–consumer touchpointsBenjamin Berghaus, Klaus Heine한국마케팅과학회 · Journal of Global Fashion Marketing2014 · 제5권 제3호Re-examining of consumers’ responses toward social media advertising and purchase intention toward luxury products from 2013 to 2018: A retrospective commentarySara Kamal, Shu-Chuan Chu, Yoo Jung Kim한국마케팅과학회 · Journal of Global Fashion Marketing2019 · 제10권 제1호The Effects of Social Media Advertising on Social Search in China: Evidence from Luxury Brand김다연, 김상용, 이승민, XING GAO한국마케팅학회 · 아시아마케팅저널2019 · 제21권 제3호Introduction: Social media marketing and luxury brandsMichel Phan, Seong-Yeon Park한국마케팅과학회 · Journal of Global Fashion Marketing2014 · 제5권 제3호

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