Engaging luxury brand consumers on social media

Abstract

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. 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. Findings 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.

The Influence of Social Media Marketing Towards Fast Fashion Brands

“…While in this research, it has been tested that the H1 is rejected. Therefore, it is proved H4 and H5 also have been tested and proved accepted in the previous research called "Engaging Luxury Brand Consumers on Social Media" with respondents from India who purchase luxury brands (Kumar et al, 2022). Other than that, H6 also has been tested and proved in a previous research called "the Influence of Perceived Social Media Marketing Activities on Brand Loyalty" with 346 respondents from undergraduate students in University of Northern Malaysia (Ismail, 2017).…”

Social media marketing strategies of luxury brands in the context of COVID-19 and their impact on consumer behavior

“…This form of marketing is meaningless and oblivious to some consumers who are only interested in products. Since the connection between businesses and customers is critical for brand success [17], several luxury firms omitted this step during the epidemic's social media marketing phase. Some brands define customer interaction by solely offering timely product recommendations on social media.…”

Investigating the Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust

“…Although these studies are significant, they overlook possible mediators of the relationship between SMM and behavioural intention. The SMM literature has instead tended to emphasize different organism factors, such as trust, satisfaction commitment, brand image, and customer engagement Kumar et al, 2022). Based on this perspective, this study examines the mediating effects of active participation and benevolence trust on the relationship between SMM and IFA.…”

“…SMM is a newgeneration marketing tool that promotes products, services, and ideas and builds brands (Ahmed, 2021;Ibrahim et al, 2022). SMM supports businesses' marketing plans by focusing on interactive relationships with current and new brand consumers (Upadhyay et al, 2022) and creating confident exchanges with them (Kumar et al, 2022). These relationships are formed on SNSs by many followers who are interested in the brand or its admirers (Hazzam, 2021).…”

“…The fourth research gap concerns the conditions under which SMM might enhance IFA in the restaurant context. Studies have concentrated on how SMM influences behavioural intentions, such as purchase intentions, revisit intentions, and brand loyalty (Khan, 2022;Kumar et al, 2022). Although these studies are significant, they overlook possible mediators of the relationship between SMM and behavioural intention.…”