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An empirical study of luxury brand marketing effectiveness and its impact on consumer engagement on Facebook

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  • Chedia Dhaoui

Abstract

Luxury brands have embraced the social media era through marketing communications pointing out the particular attributes of luxury such as high quality, rich pedigree, rarity, personality and placement, as well as using public relations, public figures and typically high pricing, to drive consumer engagement. This paper provides empirical findings about the effectiveness of luxury brand marketing in driving consumer engagement on social media platforms. An empirical study of 52 luxury brands' Facebook pages has been conducted. The findings of this study provide valuable guidance for luxury brand managers and marketing researchers on how to formulate and implement effective social media marketing strategies to leverage their luxury brand's potential.

Suggested Citation

  • Chedia Dhaoui, 2014. "An empirical study of luxury brand marketing effectiveness and its impact on consumer engagement on Facebook," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 5(3), pages 209-222, July.
    • Handle: RePEc:taf:rgfmxx:v:5:y:2014:i:3:p:209-222
    DOI: 10.1080/20932685.2014.907605
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    Cited by:

    1. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.

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