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Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior

机译：奢侈品牌的社交媒体营销工作：对品牌资产和消费者行为的影响

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摘要

Scant evidence is available on of how social media marketing activities influence brand equity creation and consumers' behavior towards a brand. This research explores these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermes, and Louis Vuitton). Based on a survey of 845 luxury brand consumers (Chinese, French, Indian, and Italian), who follow the five brands studied on social media, the study develops a structural equation model that helps to address gaps in prior social media branding literature. Specifically, the study demonstrates the links between social media marketing efforts and their consequences (brand preference, price premium, and loyalty). The study measures brands' social media marketing efforts as a holistic concept that incorporates five aspects (entertainment, interaction, trendiness, customization, and word of mouth). Another contribution of the study is that it finds that SMMEs have a significant positive effect on brand equity and on the two main dimensions of brand equity: brand awareness and brand image. (C) 2016 Elsevier Inc All rights reserved.
机译：关于社交媒体营销活动如何影响品牌资产创造和消费者对品牌行为的证据很少。这项研究通过分析奢侈品行业的先驱品牌（Burberry，Dior，Gucci，Hermes和Louis Vuitton）来探索这些关系。根据对845个奢侈品品牌消费者（中国，法国，印度和意大利）的调查，他们追踪了社交媒体上研究的五个品牌，该研究建立了结构方程模型，有助于解决现有社交媒体品牌文献中的空白。具体而言，该研究表明了社交媒体营销工作及其后果（品牌偏好，价格溢价和忠诚度）之间的联系。该研究将品牌的社交媒体营销工作作为一个整体概念来衡量，该概念包含五个方面（娱乐，互动，时尚，定制和口碑）。该研究的另一项贡献是发现SMME对品牌资产以及品牌资产的两个主要方面具有显着的积极影响：品牌知名度和品牌形象。 （C）2016 Elsevier Inc保留所有权利。

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