An Analysis of Louis Vuitton’s PR Strategy on RED and Taobao

DOI

10.2991/978-2-38476-327-6_3How to use a DOI?

Keywords

PR strategy; Louis Vuitton; social media; luxury goods; symbolic value; identity; consumers; KOL

Abstract

As previous studies have shown, consumers’ consumption of luxury goods depends on their symbolic value because luxury goods confer respect and social status on consumers. However, in the current information age, the consumption of luxury goods is not only for their symbolic value but also extends to the consumption experience. The communication of this consumption experience is the dynamic that users post and share on social media. This article focuses on the impact of Louis Vuitton’s different PR strategies on RED and Taobao on consumers’ purchasing behaviour. At the same time, the article analyses the consumer experience through the relevant behaviour of users on social media and then learns the psychology of 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  - Guanyu Dai
PY  - 2024
DA  - 2024/12/17
TI  - An Analysis of Louis Vuitton’s PR Strategy on RED and Taobao
BT  - Proceedings of the 2024 4th International Conference on Social Development and Media Communication (SDMC 2024)
PB  - Atlantis Press
SP  - 11
EP  - 16
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-327-6_3
DO  - 10.2991/978-2-38476-327-6_3
ID  - Dai2024
ER  -