The potential of social media for luxury brand management

Research output: Contribution to journalArticle

73 Scopus citations

Abstract

Purpose: Driven by functional theories of attitude and addressing the emerging themes of luxury brands and social media, the purpose of this paper is to explore the marketing potential of social media for luxury brand management. Design/methodology/approach: A survey was conducted to prompt participants to explore Louis Vuitton's Facebook page and complete a questionnaire designed to measure their satisfaction with the luxury brand's Facebook page and various endogenous variables. Findings: Structural equation modeling (SEM) analyses uncovered dynamic relationships among consumers' perceptions of value-expressive and social-adjustive functions of luxury brands, satisfaction with a luxury brand's (Louis Vuitton) Facebook page, attitudes toward the brand, intentions to utilize the brand's social media (Facebook and Twitter) for online shopping, and intentions to research online and purchase offline (ROPO). Originality/value: This paper marks an exploratory step toward our understanding of the dynamic roles user-generated content and social media play in the formation and maintenance of the emerging consumer-brand-consumer triad culture. Theoretical and managerial implications of this exploratory research are discussed.

Original languageEnglish (US)
Pages (from-to)687-699
Number of pages13
JournalMarketing Intelligence and Planning
Volume30
Issue number7
DOIs
StatePublished - Oct 1 2012

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Keywords

  • Brand management
  • Consumer behaviour
  • Facebook
  • Functional theories of attitude
  • Luxury brands
  • Social media
  • Social networking sites
  • User-generated content

ASJC Scopus subject areas

  • Marketing

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