luxury brands and social media thesis

The Impact of Social Media Marketing on Brand Equity: A Case Study of Luxury Fashion Brands

• First Online: 02 May 2024

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• Mohammad Fayez Abu Sulaiman 4 &
• Mohammed Hedar Sakallah 4  

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 516))

This study examined the transformational impact of social media marketing on brand equity with a special emphasis on the distinctive setting of luxury fashion businesses. This study investigated the complex relationships that exist between social media techniques and the aspects of brand equity, which include brand awareness, perceived quality, brand associations, and brand loyalty. A questionnaire was developed using the descriptive-analytical method to collect data from a small, random sample of Gazan people in Palestine. 304 respondents provided the data, which was then analyzed using simple regression. The results showed that social media marketing affected brand equity. The results of this study provided a detailed knowledge of how old branding paradigms are altered by digital channels, opening the door to strategic insights that make brand management easier in the dynamic environment of luxury fashion marketing.

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Sulaiman, M.F.A., Sakallah, M.H. (2024). The Impact of Social Media Marketing on Brand Equity: A Case Study of Luxury Fashion Brands. In: Khamis, R., Buallay, A. (eds) AI in Business: Opportunities and Limitations. Studies in Systems, Decision and Control, vol 516. Springer, Cham. https://doi.org/10.1007/978-3-031-49544-1_15

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Home > CMC > CMC_STUDENT > CMC_THESES > 2026

CMC Senior Theses

The effects of luxury brands’ social media marketing on purchase intention and consumer behavior.

Jenia Petrova Follow

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Campus Only Senior Thesis

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Bachelor of Arts

Tomoe Kanaya

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© 2018 Jenia V Petrova

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In an increasingly digital world, organizations and individuals are turning to web-based applications as a source of information and method of inter-personal communication; this includes social media. This literature review analyzes the effects of social media marketing in luxury fashion brands. The research reveals luxury brands’ social media marketing positively affects purchase intention through user-to-user and brand-to-user communication, if the consumers trust the brand. On the other hand, disclosure language on Instagram and Facebook negatively affects consumer behavior, but the unique positioning of blogs allows them to positively influence their audience. In addition to this evidence, this paper also includes suggestions for future research.

Keywords : social media, luxury brands, fashion, marketing, purchase intention, consumer behavior

Recommended Citation

Petrova, Jenia, "The Effects of Luxury Brands’ Social Media Marketing on Purchase Intention and Consumer Behavior" (2019). CMC Senior Theses . 2026. https://scholarship.claremont.edu/cmc_theses/2026

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Ekebring, Klara

Catarina, mellqvist, abstract [en].

Title: Luxury Brands’ Storytelling on Social Media

Date of Submission: 29th of May 2019

Authors: Klara Ekebring, Catarina Mellqvist

Supervisor: Leon Caesarius

Course: 2FE840, Master Thesis, 30 ECTS

Purpose: The purpose of this thesis is to explore how luxury brands are communicating through brand storytelling on social media. Hence, this study is conducted from the perspective of luxury brands with the aim to provide academic and managerial indications of how luxury brands perceive storytelling of luxury value on social media platforms.

Methodology: This thesis performs qualitative research and utilises an abductive research strategy in order to conduct exploratory research. Data is collected through the use of both primary and secondary data sources. The primary data collection is made by the implementation of semistructured interviews that are formed and analysed through a thematic method of analysis and the satisfying principle. The secondary data is collected through observation of social media accounts of the brands taking part in this study.

Empirical findings: The data collected present features on social media that the brands are recognising when communicating through storytelling on the platforms. By informing followers about the brand by telling stories, emotions, mental connections and meaning are established. Further, the interaction that is supported on social media platforms is considered by the luxury brands and influences the role followers to have in the communication process.

Conclusions: The present study has found indications that the luxury values’ brands communicate through storytelling remains unchanged and how luxury values are told through stories are adjusted to the context of social media platforms. This suggests that luxury brands communicate their luxury value through storytelling on social media platforms by recognising the features of the context and the interaction, which is argued to be fundamentally supported on the platforms. Hence, elevating the role followers have in the communication process.

Place, publisher, year, edition, pages

Keywords [en], national category, identifiers, subject / course, educational program, supervisors, caesarius, leon, bengtson, anna, open access in diva, file information, by organisation, on the subject, search outside of diva, altmetric score.

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Please note you do not have access to teaching notes, self-presentation and interactivity: luxury branding on social media.

Journal of Product & Brand Management

ISSN : 1061-0421

Article publication date: 29 June 2020

Issue publication date: 21 May 2021

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising.

Design/methodology/approach

Three pre-tests and a main experiment collected responses from 459 Chinese participants in total.

Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention.

Research limitations/implications

Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes.

Practical implications

Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship.

Originality/value

A theoretical model of luxury brands’ advertising was generated from the findings.

• Brand communication
• Social media
• Brand image
• Luxury branding
• Digital marketing

Wang, Y. and Chen, H. (2021), "Self-presentation and interactivity: luxury branding on social media", Journal of Product & Brand Management , Vol. 30 No. 5, pp. 656-670. https://doi.org/10.1108/JPBM-05-2019-2368

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