An exploratory study on how social media communication of luxury brands influence consumers’ perception depending on the source

Ali Ghasemi Baghabrishami (), Nathalie Fleck and Hélène Yildiz ()
Additional contact information
Ali Ghasemi Baghabrishami: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Hélène Yildiz: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

Post-Print from HAL

Abstract: Development of social media has influenced the activities of luxury brands recently. They can reach more audience on these platforms to build their reputation and communicate their values. However, protecting their brand from vulgarization and remaining exclusive, unique and rare presents a significant challenge. In this regard, the perception of consumers from these brands on social media is of high importance. Another issue is the participation of other actors, namely micro- influencers, celebrities, and average consumers in value co-creation process online. The present paper conducted an exploratory study based on 14 interviews to understand how consumers perceive the communication of luxury brands and other actors on social media. We identified 3 distinct groups in their perception of luxury and highlighted the differences between the sources of communication. Finally, managerial implications as well as research limitations and future avenues are provided.

Date: 2021-05-25
References: Add references at CitEc
Citations:

Published in European Marketing Academy (EMAC), May 2021, Madrid, Spain

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-03556300

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().