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About Impacts of Luxury Fashion Brand S Social Media Marketing On Customer Relationship and Purchase Intention
This study examines how luxury fashion brands' use of social media marketing (SMM) impacts customer relationships and purchase intention. The researchers conducted surveys of 133 luxury consumers in Seoul who had purchased luxury brands in the last two years. Principal component analysis identified five key aspects of SMM: entertainment, customization, interaction, word-of-mouth, and trend. Regression analysis found that entertainment, customization, and trend positively influenced customer intimacy, trust, and purchase intention. Entertainment had the strongest effects. The study demonstrates SMM's effectiveness for luxury brands and provides strategies to enhance performance through entertaining social media content.
Detailed Information
| Author: | ['Raja Sufian'] |
|---|---|
| Publication Year: | 2019 |
| Pages: | 9 |
| Language: | English |
| Format: | |
| Price: | FREE |
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