Research and Insights: Self-Presentation and Interactivity: Luxury Branding on Social Media
Social media has become an increasingly critical component of luxury brand’s marketing strategy. Using social media platforms can establish a brand’s social presence, enhance its brand personality, and enable interaction with current and prospective customers.
University of Florida College of Journalism and Communications Advertising Associate Professor Huan Chen and Ye Wang from the University of Missouri-Kansas City, wanted to explore what aspects of social media advertising have the most significant influence on luxury brand consumers. They chose to study Chinese brands to better understand global luxury brand consumption trends.
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