| Titre : |
The power of Social Networks: How Luxury Brands can adapt to evolving Consumer trends while maintaining their Exclusivity? |
| Type de document : |
Mémoire |
| Auteurs : |
Angèle CHESNEAU, Auteur |
| Année de publication : |
2023 |
| Importance : |
33p. |
| Note générale : |
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| Langues : |
Français (fre) Langues originales : Anglais (eng) |
| Mots-clés : |
Management
MARKETING ACHAT ; INDUSTRIE DU LUXE SECTEUR ; CONSOMMATION
|
| Résumé : |
This thesis contributes to the limited existing research on the use of social networks and social media influencers by luxury brands to promote their exclusive and prestigious character. Through our academic research, we explained what luxury is and showed why it would or wouldn't be relevant for these brands to use social networks and social media influencers, which are now an integral part of the new generations' new means of consumption. Therefore, our problematic is: "How can Luxury Brands use Social Networks and Social Media Influencers to strengthen their prestigious and exclusive Brand Image?" We tested 3 hypotheses as part of a quantitative analysis to show the effect of their use on the brand image of luxury brands. We showed that there is indeed a relationship between the use of social networks and social media influencers and the prestigious and exclusive brand image of luxury brands. Furthermore, we have shown that this relationship is mediated by consumer engagement and that familiarity with the brand possibly moderates this relationship, but this requires further research with a larger sample. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581951 |
The power of Social Networks: How Luxury Brands can adapt to evolving Consumer trends while maintaining their Exclusivity? / 2023 
