Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand

MajlesiRad Zahra; Haji pour Shoushtari Abdol Hamid

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Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand

机译：社会网络网站和EWOM营销的影响分析，考虑奢侈品概念的加强尺寸，促进奢侈品牌的趋势

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This study, with regard to new ways of marketing in today’s digital world, has tried to analyze and evaluate the impact of marketing through social network sites as the most effective electronic word-of-mouth marketing strategy on tendency toward luxury brand or in other words, on purchase intent trigger toward this type of brand. It also outlines that “communication” policy plays a significant role on establishment of strong relationship with customers among luxury marketing mix strategies. The research has been done among users of social network sites that live in the north of Tehran (district nos. 1, 2 and 3). They are considered as social classes A and B, and there is high demand of purchasing luxury brands among them. The impact of structural factors of these sites, as well as demographic factors, with regard to the dimensions that?reinforce?the concept of “luxury” was studied on the tendency of people toward luxury brands. This study is considered as applied research, and the data collection method is survey-descriptive. The validity of the questionnaire was investigated by exploratory factor analysis through performing principal component analysis. Then the data analysis was conducted by structural equations modeling technique and also Spearman correlation test. At last, most of the hypotheses were confirmed and the results showed a significant impact of social network sites marketing on tendency to luxury brand. The research offers implications for developing effective marketing strategy through social network sites and helps luxury brand managers to build strong customer–brand relationship.

机译：关于今天数字世界的新营销方式，已经试图通过社会网络网站作为最有效的电子话语营销策略来分析和评估营销对奢侈品牌或其他单词的最有效的电子话语营销策略的影响，购买意图触发这种品牌。它还概述了“沟通”政策在与奢侈品营销混合策略中与客户建立良好的关系起着重要作用。在德黑兰北部（1,2和3区）的社交网站的用户之间已经完成了该研究。它们被视为社会班级A和B，并且在其中购买奢侈品牌的需求很大。这些网站的结构因素以及人口因子的影响，关于尺寸？加强的尺寸？“奢侈品”的概念研究了人们对奢侈品牌的趋势。该研究被认为是应用的研究，数据收集方法是调查描述性的。通过执行主成分分析，通过探索性因子分析来研究问卷的有效性。然后通过结构方程建模技术和Spearman相关试验进行数据分析。最后，大多数假设被证实，结果对社会网络网站营销对奢侈品牌倾向的显着影响。该研究提供了通过社交网站开发有效的营销策略的影响，并帮助奢侈品牌管理人员建立强大的客户品牌关系。

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《Future Business Journal》 |2020年第1期|共19页
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MajlesiRad Zahra; Haji pour Shoushtari Abdol Hamid;
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Social network sitesElectronic word-of-mouth marketingLuxury brand;

机译：社交网站电子词口营销墨水品牌;

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1. Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands [J] . Kong Hyun Min, Witmaier Alexander, Ko Eunju Journal of Business Research . 2021,第Jula期

机译：可持续性和社交媒体沟通：消费者如何应对奢侈品和非奢侈品时尚品牌的营销努力
2. Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands [J] . Zahaira Fabiola González Romo, Irene García-Medina, Noemí Plaza Romero International Journal of Interactive Mobile Technologies . 2017,第6期

机译：讲故事和社交网络作为奢侈品牌的数字和移动营销工具
3. Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing [J] . Liu Xia, Shin Hyunju, Burns Alvin C. Journal of Business Research . 2021,第Mara期

机译：检查奢侈品牌社交媒体营销对客户参与的影响：使用大数据分析和自然语言处理
4. Marketing Luxury Brands Across Asian Markets: An Investigation: of Consumer Luxury Value Perceptions in China, India, and Indonesia [C] . Paurav Shukla, Jaywant Singh, Madhumita Banerjee AMA Marketing Educators Conference . 2015

机译：跨亚洲市场的营销奢侈品牌：调查：中国，印度和印度尼西亚的消费者奢侈价值看法
5. Lead us into temptation: A survey of college students' media use, materialism, beliefs, and attitudes toward advertising, status consumption tendencies, compulsive buying tendencies, brand recall, and purchase intent of luxury products. [D] . Yang, Hongwei. 2006

机译：引导我们进入诱惑：对大学生的媒体使用，物质主义，信念和对广告的态度，地位消费倾向，强迫性购买倾向，品牌召回以及奢侈品购买意图的调查。
6. Are Luxury Brand Labels and Green Labels Costly Signals of Social Status? An Extended Replication [O] . Joël Berger -1

机译：奢侈品牌标签和绿色标签是社会地位的昂贵信号吗？扩展复制
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand

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