Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior

Bruno Godey, Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka, Gaetano Aiello, Raffaele Donvito and Rahul Singh
Additional contact information
Bruno Godey: NEOMA - Neoma Business School
Aikaterini Manthiou: NEOMA - Neoma Business School
Daniele Pederzoli: NEOMA - Neoma Business School
Joonas Rokka: EM - EMLyon Business School
Gaetano Aiello: UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence
Raffaele Donvito: UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence
Rahul Singh: BIMTECH - Birla Institute of Management Technology

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Abstract: Scant evidence is available on of how social media marketing activities influence brand equity creation and consumers' behavior towards a brand. This research explores these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton). Based on a survey of 845 luxury brand consumers (Chinese, French, Indian, and Italian), who follow the five brands studied on social media, the study develops a structural equation model that helps to address gaps in prior social media branding literature. Specifically, the study demonstrates the links between social media marketing efforts and their consequences (brand preference, price premium, and loyalty). The study measures brands' social media marketing efforts as a holistic concept that incorporates five aspects (entertainment, interaction, trendiness, customization, and word of mouth). Another contribution of the study is that it finds that SMMEs have a significant positive effect on brand equity and on the two main dimensions of brand equity: brand awareness and brand image.

Keywords: Social; media; marketing (search for similar items in EconPapers)
Date: 2016-12-01
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Citations: View citations in EconPapers (149)

Published in Journal of Business Research, 2016, 69 (12), 5833-5841 p. ⟨10.1016/j.jbusres.2016.04.181⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02313434

DOI: 10.1016/j.jbusres.2016.04.181

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