EVIDENCE ON EXPECTATIONS OF LUXURY VS NONLUXURY CONSUMERS ON FACEBOOK LUXURY BRAND PAGES

Elodie Deprince and Angy Geerts

Global Journal of Business Research, 2019, vol. 13, issue 2, 81-94

Abstract: Luxury has been reluctant to Internet strategies due to its willingness to stay rare and exclusive. When it comes to social media, these brands rely even more on a concept of accessibility. However, luxury brands have more recently incorporated social media into their marketing strategies. Today, the majority of brands are present in social media. This raise the question of luxury brands follower expectations. On the basis of a literature review, a two-fold methodology including in-depth interviews with luxury consumers and a focus group with non-consumers, this research aims to identify the main expectations of luxury consumers and non-consumers on Facebook pages. The results identify the existence of two categories of persons regarding their expectations towards luxury brands Facebook pages: The “Facebook Enthusiasts” and the “Facebook Opportunists.” The identification of these two categories should help brands adapt the content of their Facebook pages

Keywords: Luxury Brands; Facebook; Websites; Expectations (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.theibfr2.com/RePEc/ibf/gjbres/gjbr-v13n2-2019/GJBR-V13N2-2019-6.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibf:gjbres:v:13:y:2019:i:2:p:81-94

Access Statistics for this article

Global Journal of Business Research is currently edited by Terrance Jalbert

More articles in Global Journal of Business Research from The Institute for Business and Finance Research
Bibliographic data for series maintained by Mercedes Jalbert ( this e-mail address is bad, please contact ).