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Typology of social media followers: the case of luxury brands

Zahy Ramadan (Lebanese American University, Beirut, Lebanon)
Maya F. Farah (Lebanese American University School of Business, Beirut, Lebanon)
Armig Dukenjian (Lebanese American University School of Business, Beirut, Lebanon)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 8 May 2018

Issue publication date: 2 August 2018




Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms.


A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages.


The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels.

Research limitations/implications

Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors.


A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.



Ramadan, Z., Farah, M.F. and Dukenjian, A. (2018), "Typology of social media followers: the case of luxury brands", Marketing Intelligence & Planning, Vol. 36 No. 5, pp. 558-571.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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