| Résumé : |
Owing to the rise of Internet technology, social media has become the vital part of corporate due to its low cost, fast speed, stability and its close to social networks and customers. Social Media Marketing is an interactive model that can resonate among consumers. What’s more, luxury brands’ social media marketing strategies can increase the public’s understanding of the brand and improve brand loyalty.
Nowadays, more and more luxury brands are paying high attention on Social Media Marketing, so it is needed to use quantitative research methods to study the impacts of social media on luxury brands.
This paper designs a questionnaire on the questionnaire satellite and distributes it to different interviewees. Then, stata15.0 was used to do regression analysis to study the relevance between H1, H2, H3, especially the mediating effect. Finally, I come to the conclusion that SMM(social media marketing) of luxury brands is a very useful marketing method. All affecting factors in SMM of luxury brands have positive impacts on customer relationship and purchase intention, while the influence of entertainment variable is greater than any other attribute. Trust is highly related to purchase intention.
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Research on Luxury Fashion Brand’s Social Media Marketing Impacts on Customer Relationship and Purchase Intention / 2020 
