The Impact of social media on Luxury Brand perception and Consumer Engagement

Bejja, Wessal (2024) The Impact of social media on Luxury Brand perception and Consumer Engagement. BA/BSc, Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar).

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Absztrakt (kivonat)

This thesis examines the influence of social media on the consumer perception of luxury brands. This study explores the social media marketing strategies employed by luxury brands. Through a comprehensive review of existing literature, this research synthesizes theoretical frameworks and empirical findings to elucidate the mechanisms through which social media influences luxury brand perception and consumer behavior. Drawing upon concepts from social psychology, marketing, and communication studies. The first part involves a comprehensive analysis of existing literature on the subject, synthesizing findings from academic journals and industry reports. Through this literature review, the various ways in which social media shapes consumer perceptions of luxury brands and drives engagement are explored, including its role in brand storytelling, influencer marketing, and community building. The second part of the research employs a qualitative approach, utilizing interviews with consumers to gain deeper insights into their perceptions and behaviors regarding luxury brands on social media platforms. Through semi-structured interviews, participants' attitudes towards social media marketing strategies employed by luxury brands, their experiences with brand engagement on social media, and the impact of social media on their perceptions of luxury brands are explored in detail. The qualitative findings complement and enrich the insights gained from the literature review, providing an understanding of the dynamics at play in the intersection of social media, luxury branding, and consumer behavior. It has been determined that social media marketing has impacted positively the perception of luxury goods and increasing the purchasing intention. Those strategies that has been set up for the reason to affect social media users to buy different products make some shoppers of these brands have achieved their objectives as the majority of users admitted that their consumption to these products has increased. The objective of this work was to determine the effectiveness of social media marketing on consumer perception and behavior towards luxury goods.

Magyar cím

A közössegi média hatása a luxusmárkák megítélésére és a fogyasztói elkötelezettségre

Angol cím

The Impact of social media on Luxury Brand perception and Consumer Engagement

Intézmény

Soproni Egyetem

Kar

Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar)

Tanszékcsoport/intézet

LKK - Közgazdasági és Nemzetközi Kapcsolatok Intézet

Szak

LKK - Nemzetközi gazdálkodás alapszak angol nyelven (BA)

Témavezető(k)

Helyi kari azonosító

KBAN-24/02

Mű típusa:	Szakdolgozat
Felhasználói azonosító szám (ID):	Miss Wessal Bejja
Dátum:	22 Júl 2024 12:36
Utolsó módosítás:	22 Júl 2024 12:36
URI:	http://diploma.uni-sopron.hu/id/eprint/13133

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