Abstract
In an increasingly digital world, organizations and individuals are turning to web-based applications as a source of information and method of inter-personal communication; this includes social media. This literature review analyzes the effects of social media marketing in luxury fashion brands. The research reveals luxury brands’ social media marketing positively affects purchase intention through user-to-user and brand-to-user communication, if the consumers trust the brand. On the other hand, disclosure language on Instagram and Facebook negatively affects consumer behavior, but the unique positioning of blogs allows them to positively influence their audience. In addition to this evidence, this paper also includes suggestions for future research.
Keywords: social media, luxury brands, fashion, marketing, purchase intention, consumer behavior
| Identifer | oai:union.ndltd.org:CLAREMONT/oai:scholarship.claremont.edu:cmc_theses-3131 |
| Date | 01 January 2019 |
| Creators | Petrova, Jenia |
| Publisher | Scholarship @ Claremont |
| Source Sets | Claremont Colleges |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | CMC Senior Theses |
| Rights | © 2018 Jenia V Petrova, default |
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