Understanding consumers' responses toward social media advertising and purchase intention toward luxury products

Chu, Shu-Chuan; Kamal, Sara; Kim, Yoojung

doi:10.1080/20932685.2013.790709

Cited by 140 publications

(86 citation statements)

References 32 publications

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“…For example, Burberry was the first luxury fashion brand to use social media marketing, and as a result saw profits increased by 40% (Phan, Thomas, & Heine, 2011). Luxury brand marketing on social media has been found to increase consumers' favorable luxury perceptions, desire for luxury, and purchase intentions (Chu, Kamal, & Kim, 2013;Kim & Ko, 2012;Phan et al, 2011).…”

Section: Social Media Marketing and Luxury Fashion Brandsmentioning

confidence: 96%

YouTube vloggers' influence on consumer luxury brand perceptions and intentions

Lee

Watkins

2016

Journal of Business Research

694

531

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Section: Social Media Marketing and Luxury Fashion Brandsmentioning

confidence: 96%

YouTube vloggers' influence on consumer luxury brand perceptions and intentions

Lee

Watkins

2016

Journal of Business Research

694

531

View full text Add to dashboard Cite

“…Social Impact Theory states that social influence affects changes in behavior and beliefs of persons after having interaction with other people (Cialdini and Trost, 1998;Cialdini and Goldstein, 2004). As social media gives users access with their friends and others, they tend to do comparison which will result to increased usage of social media (Chu et al, 2013), and thus, through this comparison individuals can develop their attitudes toward brands. Due to social networks, millennials are connected with each other's and comments/reviews of their peers related to decision-making are vital to them.…”

Section: Social Media Usagementioning

confidence: 99%

Factors Affecting Millennials’ Attitudes toward Luxury Fashion Brands: A Cross-Cultural Study

Burnasheva¹,

GuSuh²,

Villalobos-Moron³

2019

IBR

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The millennials are an important cohort in luxury market, because of their purchasing power and the power of social media interaction. However, little is known about factors underlying their attitudes toward luxury fashion brands and online purchase intentions. This study explores whether materialism, a need for uniqueness, susceptibility to informative influence, and social media usage affect millennials’ attitudes toward luxury fashion brands and online purchase intentions. In addition, this research examines cross-cultural differences between Russian and Korean millennials based on four cultural dimensions of Hofstede’s model. The results indicated that all factors significantly related to attitudes towards luxury brands, and this, in turn, positively effect on online purchase intentions. Moreover, the results indicated that millennials from Korea and Russia pursue a need for uniqueness, some differences were revealed regarding materialism, susceptibility to informative influence and social media usage. Theoretical and practical implications are further discussed.

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“…In the prior research on consumer response and attitude, product forms derive cognitive responses and affective responses which are psychological: these responses form the behavioral response (Bitner, 1992;Bloch, 1995;Chu, Kamal, & Kim, 2013). Thus, the consumer response can be defined as a primary process of evaluation before the formation of attitudes toward the product.…”

Section: Consumer Responsementioning

confidence: 98%

Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing

Kim

Lee

et al. 2014

Journal of Global Scholars of Marketing Science

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Today's consumers tend to focus on uniqueness and on personal and intangible values when making purchase decisions. Thus, companies undertake such innovative strategies as brand collaborations, especially in the fashion industry where brands collaborate with artists, celebrities or other brands to raise awareness, build relationships and achieve competitive advantage through differentiation. However, researchers have not yet focused specifically on luxury and SPA brands to examine how certain fashion collaboration types affect consumer responses and long-term company-customer relationships. In this study, the authors consider luxury and SPA fashion brand collaboration cases and defines their impacts on consumer response and relationships in terms of customer equity drivers, customer lifetime value and customer loyalty. The paper concludes with several academic and industry-related implications to enable further growth of this profitable and innovative brand strategy.

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Understanding consumers' responses toward social media advertising and purchase intention toward luxury products

Cited by 140 publications

References 32 publications

YouTube vloggers' influence on consumer luxury brand perceptions and intentions

YouTube vloggers' influence on consumer luxury brand perceptions and intentions

Factors Affecting Millennials’ Attitudes toward Luxury Fashion Brands: A Cross-Cultural Study

Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing

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