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عنوان فارسی مقاله:
222222
عنوان انگلیسی مقاله:
Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review
2.1. Social media marketing efforts Social media provide marketers with remarkable opportunities to reach consumers in their social communities and build more personal relationships with them (Kelly, Kerr, & Drennan, 2010). Social media have changed the way brand content is created, distributed, and consumed, transferring the power to shape brand images from marketers to consumers' online connections and content (Tsai & Men, 2013). In the luxury sector, social media seem to play a key role in a brand's success (Phan et al., 2011). For example, Louis Vuitton (LV) posts videos of its catwalk presentations on its Facebook page, giving all LV fans the opportunity to enjoy the show (Kapferer, 2012). Burberry launched an online shopping site for Chinese consumers, offering a 24-hour customer service through online chat systems. The brand also has accounts on Chinese social media sites such as kaixin001.com and douban.com. Local celebrities send comments to the Burberry account on Weibo (a microblogging service). In January 2012, Burberry had 180,000 Weibo followers, up from 90,000 in early 2011 (Spillecke & Perrey, 2012). Hermès launched J'aime mon carré (I love my scarf), a social networking website dedicated to its signature square scarves. The website, which is directly linked to the Hermès Facebook page, shows hip young girls wearing scarves as turbans, ties, belts, bras, and around the neck (Cpp-luxury.com 2013). Kim and Ko (2012) described luxury brands' social media marketing efforts as comprising five dimensions: entertainment, interaction, trendiness, customization, and word of mouth (WOM). This study examines the social media marketing efforts of different luxury brands from Kim and Ko's (2012) five perspectives.
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کلمات کلیدی:
Social media marketing efforts of luxury brands: Influence on ... - KMCMS kmcms.net/posts/5049 Apr 4, 2017 - Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal Of Business Research, 69(12). [PDF]brand experience effects on consumer social media marketing ... www.isma.info/.../037-045-brand-experience-effects-on-consumer-social-media-mark... by TO TUGRUL - Cited by 1 - Related articles Berry (2000) argue that brand marketing efforts and word-of-mouth .... Kim and Ko (2012) discovered that social media marketing by luxury brands that entertains. Social media marketing efforts of luxury brands : Influence on brand ... https://learninghub.em-lyon.com/exploitation/detailstatic.aspx?RSC...lg... By analyzing pioneering brands in the luxury sector, this study explores the impacts of social media marketing efforts on brand e... Marketing mix and customer ... Luxury Brands and Social Media: How Luxury Brands Can Use Social ... https://www.brandwatch.com/.../luxury-and-social-media-are-not-mutually-exclusive/ Apr 11, 2014 - We reveal the ways luxury brands can use social media to further propel ... social media conversations should be on top of your marketing plan as it's ... be an unfinished consideration and should be at center of your strategy. Digital Strategies for Luxury Brands - SlideShare https://www.slideshare.net/marciikeler/digital-strategies-for-luxury-brands Mar 1, 2010 - An overview of the top 10 ways that luxury brands are currently ... Encourage fans to enlist their social networks Lexus DriveHS Lexus sponsored a conte. ..... have two approaches to their youth marketing strategy online: first, ... Social Media Best Practices For Luxury Brands - SlideShare https://www.slideshare.net/.../social-media-best-practices-for-luxury-brands Aug 10, 2014 - Aldi Sky Wungkana CEO and Chief Strategy Officer Dinda Amelia Head of ..... Social media for luxury brands is no longer an optional marketing ... Searches related to Social media marketing efforts of luxury brands impact of social media marketing on brand equity social media strategy for luxury brands impact of social media on luxury brands social media marketing luxury brands luxury brands social media case studies the impact of social media marketing on brand loyalty cartier scholar
