Luxury Brands and Social Media
Drivers and Outcomes of Consumer Engagement on Instagram
DOI:
https://doi.org/10.48112/iijbs.v1i1.776Abstract
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This research aims to identify the factors that drive consumer engagement with luxury brands on Instagram and analyze the outcomes of consumer engagement. It will use an interpretive research philosophy, an inductive approach, a combination of secondary and primary data, a qualitative methodology, and semi-structured interviews and questionnaires to examine the drivers and outcomes of consumer engagement on Instagram with luxury brands. The results of the research suggest that luxury brands should invest in innovative and visually appealing content to appeal to their audience and create a strong brand identity. Additionally, personal characteristics such as age, gender, and income level also influence the relationship between engagement and loyalty. Future researchers should use social media analytics and data mining techniques to gain insights into customer behavior, preferences, and sentiments, and conduct longitudinal studies to examine the long-term effects of social media on relationship marketing.
Keywords:
Brand identity, Consumer engagement, Instagram, Luxury brands, Social mediaReferences
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