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Evidence On Expectations Of Luxury Vs Nonluxury Consumers On Facebook Luxury Brand Pages

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  • Elodie Deprince
  • Angy Geerts

Abstract

Luxury has been reluctant to Internet strategies due to its willingness to stay rare and exclusive. When it comes to social media, these brands rely even more on a concept of accessibility. However, luxury brands have more recently incorporated social media into their marketing strategies. Today, the majority of brands are present in social media. This raise the question of luxury brands follower expectations. On the basis of a literature review, a two-fold methodology including in-depth interviews with luxury consumers and a focus group with non-consumers, this research aims to identify the main expectations of luxury consumers and non-consumers on Facebook pages. The results identify the existence of two categories of persons regarding their expectations towards luxury brands Facebook pages: The “Facebook Enthusiasts” and the “Facebook Opportunists.” The identification of these two categories should help brands adapt the content of their Facebook pages

Suggested Citation

  • Elodie Deprince & Angy Geerts, 2019. "Evidence On Expectations Of Luxury Vs Nonluxury Consumers On Facebook Luxury Brand Pages," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 13(2), pages 81-94.
    • Handle: RePEc:ibf:gjbres:v:13:y:2019:i:2:p:81-94
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    References listed on IDEAS

    as
    1. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    2. Gilles Laurent & B. Dubois, 1993. "Is There a Euro Consumer for Luxury Goods ?," Post-Print hal-00829067, HAL.
    3. Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul, 2016. "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior," Journal of Business Research, Elsevier, vol. 69(12), pages 5833-5841.
    4. Angy Geerts & Nathalie Veg-Sala, 2014. "Le luxe et Internet : évolutions d'un paradoxe," Post-Print hal-01525469, HAL.
    5. Bruno Godey & Aikaterini Manthiou & Daniele Pederzoli & Joonas Rokka & Gaetano Aiello & Raffaele Donvito & Rahul Singh, 2016. "Social media marketing efforts of luxury brands : Influence on brand equity and consumer behavior," Post-Print hal-02313434, HAL.
    6. Angy Geerts, 2013. "Cluster Analysis Of Luxury Brands On The Internet," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 6(2), pages 79-92.
    7. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    8. Gilles Laurent & Bernard Dubois, 1996. "The Functions of Luxury: A Situational Approach to Excursionism," Post-Print hal-00458452, HAL.
    9. Virginie de Barnier & Sandrine Falcy & Pierre Valette-Florence, 2012. "Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands," Post-Print halshs-00786023, HAL.
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    Cited by:

    1. Kemper, Joya A. & Bai, Xue & Zhao, Fang & Chiew, Tung Moi & Septianto, Felix & Seo, Yuri, 2022. "Sharing luxury possessions in the age of digital experience economy: Consumption type and psychological entitlement," Journal of Business Research, Elsevier, vol. 142(C), pages 875-885.

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    More about this item

    Keywords

    Luxury Brands; Facebook; Websites; Expectations;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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