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The potential of social media for luxury brand management

The potential of social media for luxury brand management 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The potential of social media for luxury brand management

Marketing Intelligence & Planning , Volume 30 (7): 13 – Oct 19, 2012

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634501211273805
Publisher site
See Article on Publisher Site

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.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Oct 19, 2012

Keywords: Consumer behaviour; Social media; Social networking sites; Brand management; User‐generated content; Facebook; Luxury brands; Functional theories of attitude

References