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The potential of social media for luxury brand management

Seung‐A Annie Jin (Communication Department, Boston College, Chestnut Hill, Massachusetts, USA)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 19 October 2012

Abstract

Purpose

Driven by functional theories of attitude and addressing the emerging themes of luxury brands and social media, the purpose of this paper is to explore the marketing potential of social media for luxury brand management.

Design/methodology/approach

A survey was conducted to prompt participants to explore Louis Vuitton's Facebook page and complete a questionnaire designed to measure their satisfaction with the luxury brand's Facebook page and various endogenous variables.

Findings

Structural equation modeling (SEM) analyses uncovered dynamic relationships among consumers’ perceptions of value‐expressive and social‐adjustive functions of luxury brands, satisfaction with a luxury brand's (Louis Vuitton) Facebook page, attitudes toward the brand, intentions to utilize the brand's social media (Facebook and Twitter) for online shopping, and intentions to research online and purchase offline (ROPO).

Originality/value

This paper marks an exploratory step toward our understanding of the dynamic roles user‐generated content and social media play in the formation and maintenance of the emerging consumer‐brand‐consumer triad culture. Theoretical and managerial implications of this exploratory research are discussed.

Keywords

Citation

Annie Jin, S. (2012), "The potential of social media for luxury brand management", Marketing Intelligence & Planning, Vol. 30 No. 7, pp. 687-699. https://doi.org/10.1108/02634501211273805

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited