Research Output
Harnessing the Influence of Social Media in Online Luxury Brand Communication
  This research has adopted Word-of-Mouth (WOM) and social support theory along with a social media (SM) perspective to investigate why consumers enjoy using SM and interacting with luxury brand. Focusing on fundamental human needs, this study aims to examine fulfilment of which type of needs enhances interactivity on SM, encouraging in turn WOM adoption and brand-self connection. Our results have shown that consumers’ cognitive and integrative needs drive social interactivity and lead to WOM adoption and
brand-self connection. However, no relationship is found between social needs and interactivity. Such relationship can only be strengthened with the presence of emotional support as perceived from the company and its brand.

  • Date:

    31 July 2019

  • Publication Status:

    Published

  • DOI:

    10.15444/GFMC2019.01.07.02

  • Library of Congress:

    HD28 Management. Industrial Management

  • Dewey Decimal Classification:

    659 Advertising & public relations

  • Funders:

    Edinburgh Napier Funded

Citation

Lu, X., Filieri, R., & Rahman, M. (2019). Harnessing the Influence of Social Media in Online Luxury Brand Communication. In 2019 Global Fashion Management Conference at Paris Proceedings, 105-128. https://doi.org/10.15444/GFMC2019.01.07.02

Authors

Keywords

word of mouth, social media, luxury brand, interactivity, customer needs, social support

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