Understanding consumers' responses toward social media advertising and purchase intention toward luxury products

Abstract

Social media has rapidly risen in popularity as a new advertising platform that allows users to connect with one another and engage with brands. At the same time, the online luxury market has experienced rapid expansion due to the rising number of affluent online users between 18 and 35 years old. The current study examined young social media users' beliefs, attitudes, and behavioral responses toward social media advertising. Brand consciousness was found to have an impact on users' attitudes toward social media advertising, which in turn influences their behavioral responses toward social media advertising and consequent purchase intentions toward luxury products.

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