Validating the criticality of online promotion for luxury brand

Abstract

There have been several researches on the global marketing of luxury brand, but relatively few studies have empirically explored if social media marketing can help to increase the sales of luxury goods in this era. This research aims to investigate the respective roles of social media platforms promotion and the relationships with purchase intention for luxury brands. It’s interesting because it’s a trend in today’s marketing industry, social media is a very popular method to do promotion, but few companies understand how to do online marketing and is it viable to do online promotion in China. For the time and destination limitation, an online survey was distributed by Wechat and Weibo. This paper finds a relationship between the social media marketing and brand trust, brand loyalty. Finally, the findings show that there is a positive relationship between social media marketing and the brand trust, loyalty. It indicates that it is viable and it’s a proper time for luxury brand to do online marketing in China. Luxury retailers are interest in this topic because online marketing becomes more and more popular in China. It is a very nice online marketing era for company, because there is a marketing blue sea for luxury good’s online marketing in China.