Engaging luxury brand consumers on social media
ISSN: 0736-3761
Article publication date: 25 January 2022
Issue publication date: 9 February 2022
Abstract
Purpose
Although the consumption of luxury brands is significantly on the rise in emerging markets, a significant impetus is needed to boost their growth to achieve desired revenues and profitability. This paper aims to consider social media marketing activities and consumer-brand engagement as key constructs to realize these desired objectives.
Design/methodology/approach
The empirical relationships among social media marketing activities, consumer-brand engagement and consumer response have been examined with a sample of 465 respondents.
Findings
Social media marketing activities foster engagement among luxury brand consumers, translating into a favorable response. Besides this, informational marketer generated content (MGC) moderates the relationship between social media marketing activities and consumer-brand engagement.
Practical implications
Marketers can use the outcomes of this study to better engage consumers of luxury brands on social media platforms to engender a favorable response.
Originality/value
This paper highlights how consumers of luxury brands are engaged through different marketing activities in the social media context. Also, the moderating role of MGC has been explored.
Keywords
Citation
Kumar, V., Khan, I., Fatma, M. and Singh, A. (2022), "Engaging luxury brand consumers on social media", Journal of Consumer Marketing, Vol. 39 No. 1, pp. 121-132. https://doi.org/10.1108/JCM-10-2020-4175
Publisher
:Emerald Publishing Limited
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