Decoding the Luxury Brand Attachment: The Power of Social Media in Driving Consumer Action in Kuwait

IF 4.3 Q1 PSYCHOLOGY, MULTIDISCIPLINARY Human Behavior and Emerging Technologies Pub Date : 2024-02-26 DOI:10.1155/2024/9687915
Marsela Thanasi-Boçe, Syed Faizan Hussain Zaidi, Selma Kurtishi-Kastrati, Mujtaba Momin
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Abstract

Enhancing the capacity of a luxury brand to stir a deep connection with customers has always been the focus of practitioners in the luxury industry. This study explores the potential role of social media in converting attachment with a luxury brand into desirable marketing outcomes. The relationships between “luxury brand attachment,” “motivation,” “social media usage,” “word-of-mouth,” and “purchase intention” are examined to understand the drivers and outcomes of luxury brand attachment in social media. A questionnaire was administered to a sample of 341 social media users on various platforms. Data were analyzed using SPSS and Amos. The results revealed that the most important attribute generating luxury attachment in social media is the capacity of a luxury brand to show prestige and status. The direct relationship between luxury brand attachment and purchase intentions is nonsignificant. A stronger attachment to a luxury brand does not entice direct intention to purchase it unless certain motives drive consumers’ luxury engagement in social media. These insights can guide marketing managers in creating effective strategies for their luxury products.

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解码奢侈品牌依恋:社交媒体在推动科威特消费者行动中的力量
提高奢侈品牌与顾客建立深度联系的能力一直是奢侈品行业从业者关注的焦点。本研究探讨了社交媒体在将对奢侈品牌的依恋转化为理想营销结果方面的潜在作用。研究考察了 "奢侈品牌依恋"、"动机"、"社交媒体使用"、"口碑 "和 "购买意向 "之间的关系,以了解社交媒体中奢侈品牌依恋的驱动因素和结果。我们在不同平台上对 341 名社交媒体用户进行了问卷调查。数据使用 SPSS 和 Amos 进行分析。结果显示,社交媒体中产生奢侈品依恋的最重要属性是奢侈品品牌显示声望和地位的能力。奢侈品牌依恋与购买意向之间的直接关系并不显著。除非消费者在社交媒体上参与奢侈品活动有某些动机,否则对奢侈品牌更强烈的依恋并不能吸引消费者直接购买该品牌。这些见解可以指导营销经理为其奢侈品制定有效的战略。
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来源期刊
Human Behavior and Emerging Technologies
Human Behavior and Emerging Technologies Social Sciences-Social Sciences (all)
CiteScore
17.20
自引率
8.70%
发文量
73
期刊介绍: Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.
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