Article2012

The potential of social media for luxury brand management

180 citations0/0 files storedMarketing Intelligence & Planning

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract Purpose – Driven by functional theories of attitude and addressing the emerging themes of luxury brands and social media, the purpose of this paper is to explore the marketing potential of social media for luxury brand management. Design/methodology/approach – A survey was conducted to prompt participants to explore Louis Vuitton's Facebook page and complete a questionnaire designed to measure their satisfaction with the luxury brand's Facebook page and various endogenous variables. Findings – Structural equation modeling (SEM) analyses uncovered dynamic relationships among consumers' perceptions of value‐expressive and social‐adjustive functions of luxury brands, satisfaction with a luxury brand's (Louis Vuitton) Facebook page, attitudes toward the brand, intentions to utilize the brand's social media (Facebook and Twitter) for online shopping, and intentions to research online and purchase offline (ROPO). Originality/value – This paper marks an exploratory step toward our understanding of the dynamic roles user‐generated content and social media play in the formation and maintenance of the emerging consumer‐brand‐consumer triad culture. Theoretical and managerial implications of this exploratory research are discussed.

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References

1991Structural Equations with Latent Variables.1989LISREL 7 : user's reference guide 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 2001Brand Community 2001Hedonic and utilitarian motivations for online retail shopping behavior 1977Assessing Reliability and Stability in Panel Models 2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 2007Exploring the value of online product reviews in forecasting sales: The case of motion pictures

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2017Brand strategies in social media in hospitality and tourism 2019Brand engagement in self‐concept and consumer engagement in social media: The role of the source 2017Social presence and customer brand engagement on Facebook brand pages 2016Exploring the integration of social media within integrated marketing communication frameworks 2021Do brands’ social media marketing activities matter? A moderation analysis

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