The Extent Social Media Marketing is Contributable to Customer Based Brand Equity of Luxury Brands

DOI

10.2991/978-94-6463-408-2_55How to use a DOI?

Keywords

Customer-Based Brand Equity; Social media; Luxury brand; Marking strategy

Abstract

As more consumption-relevant behaviours occur online, an increasing number of brands seeking to enhance their brand equity are choosing social media as their new marketing tool. In recent years, a growing number of companies have implemented an online marketing strategy, while the emergence of social media not only offers exponential content spread and unprecedented accessibility, but also implants the concept of “public displays of connections” in the minds of mass customers, which have been essential to luxury clothing brands that have relied on physical stores for decades to maintain customer relationships. Social media is not only a prominent means of shaping and reshaping a brand's image, but it also prolongs the consumer's prior perception of it, which could have a significant impact on luxury apparel brands that have spent decades convincing consumers of the exclusive value of their products. Nevertheless, despite the acknowledged difficulty of calculating the return on investment of social media marketing, its efficacy has been supported by increasing evidence. However, despite its seemingly recognized success in terms of financial return, does social media contribute to the growth of brand equity for luxury brands that influence social media consumers?

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Lan Jiang
AU  - Zekhai Lim
AU  - Chenyi Lin
AU  - Haojie Zhao
AU  - Jiaqi Huang
AU  - Xiaoya Liu
PY  - 2024
DA  - 2024/05/07
TI  - The Extent Social Media Marketing is Contributable to Customer Based Brand Equity of Luxury Brands
BT  - Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024)
PB  - Atlantis Press
SP  - 485
EP  - 497
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-408-2_55
DO  - 10.2991/978-94-6463-408-2_55
ID  - Jiang2024
ER  -