Luxury Brand Consumption by German Women in Munich: An Analysis of Communication Strategy on Social Media

Birgit Knoll (b.knoll@myspotti.de)
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Birgit Knoll: University of Vitez

Chapter Chapter 22 in The Palgrave Handbook of Consumerism Issues in the Apparel Industry, 2024, pp 463-481 from Springer

Abstract: Abstract The main aim of this investigation is the effective way of luxury brand communication present in social media platforms to attract customers and to analyze the effect of luxury consumption for customers through these luxury brand communications based on social media. The change in the last years was extreme about social media influences. In addition, luxury brands can keep up with changing consumer behavior by meeting them where they are. Luxury brands can also use emotional branding to influence consumer behavior. To study the success factors that affect customers to pay attention to luxury brands on social media platforms. To analyze the effective forms of luxury brand communication based on social media between customers and brands. To identify the effect on customer views of brands through communicating luxury brands in social media. To evaluate the impact on customer purchasing behavior through communicating luxury brands on social media platforms.

Keywords: Luxury brand; Luxury brand communication; Social media; Customer purchasing behavior; Brands; Emotional branding (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-59952-1_22

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DOI: 10.1007/978-3-031-59952-1_22

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