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