Social Media Marketing and Luxury Consumption: A Literature Review

Abstract

People and companies worldwide are by now involved and attached to web 2.0 technologies and in particular to social media platforms. In this context, these digital technologies and social media have modified and improved the way to communicate and collaborate between companies and customers in all sectors through by implementing effective interaction mechanisms. However, the approach to social media and digital technologies in sectors such as luxury has been slower. Therefore, the main aim of this study is firstly to systematically examine and review the current studies conducted on the related area of ​​social media and luxury marketing. Secondly, in addition to providing an overview of the main themes and trends covered by the relevant literature, this review has focused on the consumption of luxury and the dual dimension that it can take in a social media context. Third, a systematic review of the literature on academic research on social media marketing in luxury brands was conducted to collect, examine and synthesize the reactive studies. This review also provided important insights on social media marketing in luxury brands and key research topics were classified into three insights, on consumer behavior, brand awareness and advertising activities in a social media context. Therefore, this study, for both academics and marketer manager, could represent a solid theoretical basis for empirical studies on the phenomenon of social media marketing in the field of luxury marketing and luxury brands.

Social media interactions and brand luxuriousness: the role of materialism

“…Specifically, the results underline that communicating luxury products through social media platforms can be more effective if addressed to an audience of highly materialistic consumers. Indeed, several studies on luxury and social media have sought to examine the relationship between luxury consumption and social media marketing (Amatulli et al, 2017;Colella et al, 2019;Godey et al, 2016;Jahn et al, 2012;Kim and Ko, 2012;Kim and Lee, 2019;Martín-Consuegra et al, 2019); in this vein, this research considers a specific consumer-related characteristic (materialism) and its impact on various online channels. Second, we add to the literature on online luxury branding and luxury consumption by demonstrating that consumers' perception of brand luxuriousness in the digital context is influenced by both the type of digital platform used and consumers' personal orientation towards materialism (Nelissen and Meijers, 2011) that is, consumers' tendency to emphasize public displays of success and status (Sharda and Bhat, 2018).…”

“…This paradigm change involves promoting products and services through digital distribution channels such as computers, smartphones or other digital devices (Taken Smith, 2012). In short, today's social media are well-organized digital platforms that represent an important communication channel for users (Colella et al, 2019).…”

“…Normally, luxury brands aim to increase sales by developing a unique brand identity and offering exclusive relationships with consumers (Kim and Lee, 2019). On social media platforms, these effects arise from consumers' interactions with companies and other consumers (Colella et al, 2019;Martín-Consuegra et al, 2019;Park et al, 2020). In this regard, scholars have defined the concept of interactivity in terms of three strands (Kim and Lee, 2019): interactivity as a function (Okazaki, 2005); interactivity as perception of control, time and two-way communication ; and interactivity as a process of identifying the level of user interactivity (Coyle and Thorson, 2001;Liu and Shrum, 2002).…”

Analysis of Successful Approaches of Classic Luxury Brand’s Marketing Strategies Before and After the Digital Era

“…The second level is the intermediate luxury which aims to offer value to the middle class with prices that are affordable for them. The last level in the luxury market is an affordable luxury which is affordable for most people in a normal social class [4].…”

The Role of Consumers’ Individual Differences and Perceived Product Quality in Sustainable Luxury Marketing: An Experimental Study in a Social Media Context

“…Although the concept of luxury still presents a certain non-univocity, the literature on the luxury brand has intended to outline specific characteristics associated with it (Ko et al, 2019;Maman Larraufie & Kourdoughli, 2014;Roux;1991;Sung et al, 2015;Vigneron & Johnson, 2004). In this context, the literature stresses that a single definition of luxury products must include six fundamental characteristics that is authenticity, quality, premium price, resonance, visibility and prestige (as in Godey et al, 2016;Colella et al, 2019). Hudders et al (2013) pointed out that luxury brands are represented by a mix of characteristics such as exclusivity, uniqueness, scarcity, premium price, great quality and aesthetics.…”