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About Impacts of Luxury Fashion Brand's Social Media Marketing On Customer Relationship and Purchase Intention
This article examines how luxury fashion brands' use of social media marketing affects customer relationships and purchase intentions. It identifies five key aspects of luxury fashion brands' social media marketing: entertainment, customization, interaction, word-of-mouth, and trend. The study found that entertainment, customization, interaction, and word-of-mouth positively impacted customer intimacy, trust and purchase intention, while trend was found to only positively impact customer trust. Social media marketing can thus help luxury fashion brands form stronger customer relationships and increase purchasing.
Detailed Information
| Author: | ['Salma El Haddaji'] |
|---|---|
| Publication Year: | 2021 |
| Pages: | 10 |
| Language: | English |
| Format: | |
| Price: | FREE |
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