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Annual Conference 2019

del 28 al 31 de March del 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.


1.3a Self-presentation and Interactivity: How Message Features Influence Consumers’ Perception of Luxury Brands’ Social Media Advertising and Perception of Brand

viernes, el 29 de marzo de 2019 a las 08:30–10:00 CDT
3-Bordeaux
Abstract

As social media allow users to engage with various branded contents, companies and brands have taken advantage of different social media platforms to connect with consumers and build brand equity. Meaning is at the center of brand equity. Luxury brands in particular have in possession rich social, cultural and symbolic meanings. Therefore, luxury brands must understand how to interact with customers and promote branded content via social media in order to build strong brand equity. However, little research has been conducted to examine how consumers perceive social media advertising and brands in the context of luxury products. In order to fill the research gap, an online experiment was conducted to investigate different advertising message features that influence consumers’ perception of a luxury brand social media advertising and subsequently, their perception of the brand. Findings showed that both content and interactive features are significant strategic considerations to enhance perceptions of luxury brands and its branded social media sites.

First & Corresponding Author

Huan Chen, University of Florida
Authors in the order to be printed.

Huan Chen, University of Florida; Ye Wang, University of Missouri

Additional Authors

Ye Wang, University of Missouri
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