Evaluate the effectiveness of online marketing strategies through benefits and drawbacks: Case Study and Interviews of luxury brands

DOI

10.2991/978-94-6463-638-3_24How to use a DOI?

Keywords

luxury brands; social media; brand image; brand loyalty

Abstract

Nowadays, the importance of social media is increasing in the fashion industry, especially for luxury brands. To implement the marketing strategies for luxury brands used on social media effectively, this study aims to critically analyze the benefits and drawbacks of luxury goods through their marketing strategies on social media in China, to figure out the strategies that should continue to be used and should be avoided. With the help of marketing strategies online, luxury brands can successfully enhance their brand image and loyalty which have huge influence on consumer demand for luxury goods. Our hypotheses focused on the effectiveness of social media using in luxury brands’ marketing strategies. The research used a combination of case study and interview methodologies. The case studies examined the different impacts on brands caused by two luxury brand endorsers. The interviews with consumer and sale agents of luxury brands assessed the effectiveness of the marketing strategies from the responses of the interviewees. The research findings suggest that luxury brands in China can improve brand image and loyalty by employing marketing strategies such as increasing customer engagement, effective crisis management, precise audience targeting, and celebrity endorsements on social media. The research indicates that luxury brands should continue to utilize and optimize these strategies for long-run success.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yimiao Yang
AU  - Jiayi Chen
AU  - Meijia Song
AU  - Yaxin Yu
PY  - 2024
DA  - 2024/12/30
TI  - Evaluate the effectiveness of online marketing strategies through benefits and drawbacks: Case Study and Interviews of luxury brands
BT  - Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024)
PB  - Atlantis Press
SP  - 229
EP  - 253
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-638-3_24
DO  - 10.2991/978-94-6463-638-3_24
ID  - Yang2024
ER  -