Harnessing the Influence of Social Media in Online Luxury Brand Communication

Lu, Xiaoming; Filieri, Raffaele; Rahman, Mizan

Abstract

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.

Citation

Lu, X., Filieri, R., & Rahman, M. (2019, July). Harnessing the Influence of Social Media in Online Luxury Brand Communication. Presented at 2019 Global Fashion Management Conference, Paris, France

• Presentation Conference Type: Conference Paper (published)
• Conference Name: 2019 Global Fashion Management Conference
• Start Date: Jul 11, 2019
• End Date: Jul 14, 2019
• Acceptance Date: Apr 2, 2019
• Publication Date: 2019-07
• Deposit Date: Aug 29, 2019
• Pages: 105-128
• Series Title: Global fashion management conference proceeding.
• Series ISSN: 2288-825X
• Book Title: 2019 Global Fashion Management Conference at Paris Proceedings
• DOI: https://doi.org/10.15444/GFMC2019.01.07.02
• Keywords: word of mouth, social media, luxury brand, interactivity, customer needs, social support
• Public URL: http://researchrepository.napier.ac.uk/Output/2093166
• Related Public URLs: http://gammaconference.org/2019