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Resolving The Hype of Luxury Brand Experience In Social Media: The Integral Role of Customer-to-Customer Interactions
HAJAWI, DOA'A,SAID,MOHMMED (2021) Resolving The Hype of Luxury Brand Experience In Social Media: The Integral Role of Customer-to-Customer Interactions. Doctoral thesis, Durham University.
Like never before, we are witnessing the cutting-edge advancement in the typology of the business environment. The emergence of social media has dramatically transformed customer- brands relationships. Billions of people are connected, interacting in real-time. Thus, brands presence on social media has become ubiquitous to maintain a competitive pace and deliver a superior customer experience. However, luxury brands were reluctant to accede to the social media world due to the contradictions with its nature of exclusivity and uniqueness. Despite that, the luxury industry has been exponentially growing. It captured practitioners’ interest, and the popularity of brand fan pages has increased. Yet, there is a scarcity of academic research on luxury brand experience within social media platforms. The brand experience is a promising concept, which emerged in consumer research. However, unlike other brand-related concepts, it has not been addressed explicitly across various contexts and practices. The online design element is isolated. Therefore, there is a need to adjust the experience to reflect the characteristics of the brands' categories and understand how customer-to-customer interaction might enrich the brand experience. Thus, this thesis explores luxury brand experience types formulated in response to brands social media activities and community actors’ interactions. The thesis employs a sequential exploratory multiple-method research design. It consists of two studies addressing three research questions. The first study adopts qualitative methods using a grounded theory approach to compare and analyze social media data of luxury and high street fashion brands activities and customers responses, resulting in a conceptual framework including new constructs to luxury experience literature. The second study adopts quantitative methods drawing on the first study’s framework. It uses a survey approach to collect data from (609) luxury brands customers and followers to test the relationships in the conceptual framework. The findings reveal that all social media marketing activities (curiosity creation, sensory marketing, and trendiness) directly affect the luxury brand experience occurring on social media platforms, namely fandom, immersive, informative, and aesthetic experience. Meanwhile, customer to customer interaction (socialization) mediates these relationships. The valance of exchanged II information moderates the mediated relationship between social media marketing activities and fandom experience. Therefore, this thesis is contributing literature stream through firstly, extending the luxury brands marketing literature in social media platforms by identifying the customer brand experience types towards luxury brands activities. Thus, it highlighted the most critical emerging concept, “fandom experience”. Secondly, extending the experiential marketing literature through exploring brand experience in the lens of customer dominant logic approach in response to social media marketing in a luxury fashion context. Thirdly, developing a luxury brand experience framework clarifies the integral role of customer-to-customer interactions in enhancing experience. Final, luxury marketers can preserve the brand unique positioning in social media by offering quality content strategy, reinforcing the customer-to-customer interactions and delivering a superior brand experience
| Item Type: | Thesis (Doctoral) |
|---|---|
| Award: | Doctor of Philosophy |
| Keywords: | Luxury Fashion Brand Experience, Social Media Marketing, Customer to Customer interactions, Customer-Dominant Logic CDL. |
| Faculty and Department: | |
| Thesis Date: | 2021 |
| Copyright: | Copyright of this thesis is held by the author |
| Deposited On: | 06 Dec 2021 10:32 |
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Please note you do not have access to teaching notes, engaging luxury brand consumers on social media.
Journal of Consumer Marketing
ISSN : 0736-3761
Article publication date: 25 January 2022
Issue publication date: 9 February 2022
Although the consumption of luxury brands is significantly on the rise in emerging markets, a significant impetus is needed to boost their growth to achieve desired revenues and profitability. This paper aims to consider social media marketing activities and consumer-brand engagement as key constructs to realize these desired objectives.
Design/methodology/approach
The empirical relationships among social media marketing activities, consumer-brand engagement and consumer response have been examined with a sample of 465 respondents.
Social media marketing activities foster engagement among luxury brand consumers, translating into a favorable response. Besides this, informational marketer generated content (MGC) moderates the relationship between social media marketing activities and consumer-brand engagement.
Practical implications
Marketers can use the outcomes of this study to better engage consumers of luxury brands on social media platforms to engender a favorable response.
Originality/value
This paper highlights how consumers of luxury brands are engaged through different marketing activities in the social media context. Also, the moderating role of MGC has been explored.
- Luxury brands
- Brand purchase intentions
- Social media marketing activities
- Consumer-brand engagement
- Price premium
Kumar, V. , Khan, I. , Fatma, M. and Singh, A. (2022), "Engaging luxury brand consumers on social media", Journal of Consumer Marketing , Vol. 39 No. 1, pp. 121-132. https://doi.org/10.1108/JCM-10-2020-4175
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How are luxury fashion brands adopting their social media content in alinement with a more sustainable business approach?
Publication.
The notion of luxury and the idea of sustainability are regarded as incompatible (Davies et al., 2012; Janssen et al., 2015). Luxury is associated with an excessive and opulent lifestyle, while sustainability promotes abstinence and modesty (Cvijanovich, 2011; Kapferer and Michaut-Denizeau, 2014). At the same time, society expects luxury brands to be committed to sustainable practices and to openly communicate about them. This poses difficulties for luxury brands in terms of sustainability communication. Research has shown that through integrating sustainability narratives into their communication, luxury brands risk alienating luxury consumers (Kong, Witmaier and Ko, 2021). The challenge for luxury brands is therefore to find strategies to maintain a glamorous and exclusive image while meeting consumer demands and informing about sustainable practices. An additional challenge is to communicate about sustainable initiatives in a way, that builds credibility and trust, as consumers have become sceptical of brands' sustainability claims due to increasing greenwashing scandals. This study aims to identify how luxury fashion brands tackle this challenge and analyses how sustainability communication is done on the most popular social media platform Instagram. The four luxury brands selected for this study are Gucci, Stella McCartney, Chloé and Prada. To conduct the research, 40 sustainability related posts from each brand were analysed using qualitative content analysis. The goal was to identify what aspects of their sustainability practices brands communicate and how they communicate. The findings are thus divided into two parts: content topics and content style. The results show that due to the rising awareness of sustainability all four brands have acknowledged the importance of communicating about their efforts related to sustainable practices. However, they have incorporated this into their social media presence to different degrees and with different approaches. Overall, there is still the tendency to present information on sustainability practices in an abstract and vague way, as identified in previous research. Brands often fail to provide specific details and concrete evidence with their sustainability claims, or overuse sustainability buzzwords, such as ‘recycled’, ‘ethically sourced’ or ‘raw material’ in their communication. These approaches can raise distrust about the actual impact and truth of brands' sustainability efforts and lead to suspicions of greenwashing. In this regard, next to the overuse of sustainability buzzwords, the study also found that on the other hand luxury brands often paraphrase sustainability terms. This helps them to maintain their elevated and sophisticated speech when communicating about the topic sustainability.
| Additional Metadata | |
|---|---|
| Keywords | luxury fashion; sustainability communication; communication strategies; luxury brand communication |
| Thesis Advisor | Donagh Horgan |
| Persistent URL | |
| Series | |
| Organisation | |
| Citation | . . Retrieved from http://hdl.handle.net/2105/71687 |
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Additionally, Forty-six percent of households earning $100,000 or more a year own at least one iPad and 53% own at least one iPhone ("L2 digital iq," 2012). So, these luxury fashion consumers have access to social media at their fingertips and use social media more than the general population (Carr, 2011).
Therefore, research on social media engagement with luxury brands is still scant. Based on data collected from a multinational sample of 243 luxury brand followers on Instagram, analyzed using PLS-SEM, the purpose of this study is to understand its drivers and outcomes, validating and adapting the model proposed by Linda Hollebeek and ...
The so-called relationship equity expresses the tendency of customers to maintain a relationship with a brand, going beyond its objective and subjective evaluations. Marketing activities of luxury fashion brands on social media have been shown to be positively correlated with purchase intent (Kim & Ko, Citation 2012). This also affects the ...
This is followed by a critical analysis and discussion of the scholarly work in the field surrounding five distinct themes: (1) luxury brand strategy, (2) luxury brand social media communications, (3) luxury consumer attitudes and perceptions, (4) engagement and (5) social media's influence on brand performance-related outcomes. We conclude ...
Purpose -Social media has broadened the scope of luxury brand marketing and has emerged as a salient tool. for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens ...
Key terms: luxury fashion brands, digital marketing, social media, Artificial Intelligence, disruptive technologies Abstract This thesis examines how luxury fashion brands use digital channels and disruptive technologies, such as artificial intelligence (AI) and computer-generated imagery (CGI), in their social media marketing campaigns.
According to Statista (2018), Chanel, named the most influential luxury brand on social media in 2017 (Deloitte, 2019), leads on Instagram, with 21.6 million followers, with Louis Vuitton and Dior ...
on the brand's online and social media channels. This engagement leads to five sub-. processes that are represented by "learning," "sharing," "advocating," "socializing". and "co-developing" with a particular brand (Brodie et al., 2013). Learning refers to a consumer's acquisition of knowledge of a particular brand.
4. Chapter Four: Luxury Brand Experience in Social Media Platforms: A Quantitative approach 124 4.1. Introduction 124 4.2. Integrated Model of Social Media Luxury Brand Experience and Hypothesis Development 125 4.2.1. Social Media Marketing Activities and Luxury Brand Experience 127 4.2.2. The Mediation Effect of Consumer Socialization 136 4.2.3.
Marketing activities of luxury fashion brands on social media have been shown to be positively correlated with purchase intent (Kim & Ko, 2012). This also affects the willingness to pay a premium price for brand loyalty. Luxury is often centred on rarity, scarcity, and discretion.
the existing gaps in scientific literature on social media marketing, luxury brands and customer experience as well as starting a discussion on the role that social media marketing plays in customer experience management. The results of this research thesis provide new insights to luxury brands on which dimensions
Luxury Brands' Storytelling on Social Media 5 1. Introduction Within the following section, the motivation for this research is defined. A background is given to explain the meaning of storytelling, luxury brands and social media platforms. This section concludes with the purpose, research question and scope of this study. 1.1 Background
Therefore, there is a need to adjust the experience to reflect the characteristics of the brands' categories and understand how customer-to-customer interaction might enrich the brand experience. Thus, this thesis explores luxury brand experience types formulated in response to brands social media activities and community actors' interactions.
5 Discussion. The aim of this study is to explore young consumers' opinion of luxury fashion brands on social media. The survey conducted intends to demonstrate how a luxury fashion brand, Louis Vuitton's, presence on Facebook is perceived by potential consumers aged around 20 to 30 years old.
Thesis presented to Escola de Administração de Empresas de São Paulo of Fundação Getulio Vargas, as a requirement to obtain the title of Master in International ... and creation of content on social media. The luxury brands chosen are Louis Vuitton, Chanel, and Prada; the social media studied are Facebook, Twitter, YouTube and Instagram ...
2.4.2 Social media marketing, strategies and nature of the message As explained earlier, luxury brands were reluctant to developing social media marketing strategies (Lee & Watkins, 2016). According to Arrigo (2018a), the hesitation was driven by three aspects: first, the digital world is complex and versatile.
According to Tynan, McKechnie and Chhuon (2010), it is this advantage of social media, that is a major concern to luxury fashion brands. The researchers claim that luxury goods marketing is only successful, when it makes customers perceive the value of the luxury good, in order to justify for the high price charged.
Social media nowadays is a fundamental element for all companies in terms of strategy, as well as a key indicator of their success. Social media touchpoints are the channels through which consumers interact with brands, express their likeness or their aversion, create brand loyalty and get engaged with multiple products.
Purpose. Although the consumption of luxury brands is significantly on the rise in emerging markets, a significant impetus is needed to boost their growth to achieve desired revenues and profitability. This paper aims to consider social media marketing activities and consumer-brand engagement as key constructs to realize these desired objectives.
ABSTRACT OF BACHELOR'S THESIS. Author: Jiayang Xu. Title of thesis: Localized social media marketing of luxury fashion brands in China: Impact on consumer perceptions Date: 13 April 2017. Degree: Bachelor of Science in Economics and Business Administration Supervisor: Linda Lisa Maria Turunen.
How consumers relate to luxury brands in the 21st century: the changing concept of sacredness and its importance Daniela Ott To cite this version: Daniela Ott. How consumers relate to luxury brands in the 21st century: the changing concept of sacredness and its importance. Business administration. Université Paris sciences et lettres, 2018.
This study aims to identify how luxury fashion brands tackle this challenge and analyses how sustainability communication is done on the most popular social media platform Instagram. The four luxury brands selected for this study are Gucci, Stella McCartney, Chloé and Prada. To conduct the research, 40 sustainability related posts from each ...
Based on the literature review, this thesis will investigate the outcomes of social media used by luxury brands, on the brand awareness, perception and purchase intention. A conceptual definition for each variable has been given to describe the concepts (Frankfort-Nachmias, Nachmias & Dewaard, 2015).