As individuals and businesses across the globe increasingly embrace Web 2.0 technologies, particularly social media platforms, the nature of consumer interaction and business communication is undergoing a profound transformation. Yet despite this global shift, luxury brands have been notably slower in adopting and integrating digital tools and social media into their marketing strategies.
A recent academic review explores this trend, offering a comprehensive examination of existing literature on social media’s role in luxury marketing. The study sets out three core objectives: to systematically review academic research on luxury branding and social media; to identify and summarize key themes and trends across these studies; and to explore the unique dual dimensions of luxury consumption within the context of social media environments.
The review reveals that while digital platforms have revolutionized communication and engagement across industries, the luxury sector—known for its exclusivity, heritage, and emphasis on traditional customer experience—has been more cautious in its digital evolution. Nonetheless, as consumer behavior shifts and younger, digitally native audiences gain purchasing power, luxury brands are beginning to reassess their strategies.
The study categorizes the core themes of luxury brand social media marketing research into three areas:
Consumer Behavior – The review highlights how social media influences luxury consumers’ perceptions, motivations, and engagement patterns. Users often interact with luxury brands differently from mass-market brands, seeking aspirational value, prestige, and personalized storytelling.
Brand Awareness – Luxury brands leverage social platforms to extend reach and visibility without compromising exclusivity. Carefully curated content, brand storytelling, and influencer collaborations are used to maintain a balance between accessibility and prestige.
Advertising in a Social Media Environment – Digital campaigns in the luxury sector are designed with precision, often relying on high production values, limited-edition drops, and interactive formats to create a sense of rarity and desirability. The review notes that advertising in this space must navigate the challenge of scale while preserving the brand’s elite identity.
Importantly, the study positions itself as a theoretical foundation for future empirical research in luxury marketing, offering insights for both scholars and practitioners. By identifying gaps in existing literature and consolidating key findings, it provides a roadmap for understanding how luxury brands can harness the power of social media while maintaining the integrity of their brand image.
As the digital landscape continues to evolve, the findings suggest that luxury marketers must strike a delicate balance—leveraging the reach and interactivity of social platforms without diluting the exclusivity that defines their brand essence.
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