IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v11y2020i4p30.html
   My bibliography  Save this article

Social Media Marketing and Luxury Consumption: A Literature Review

Author

Listed:
  • Giuseppe Colella
  • Cesare Amatulli
  • Maria Pilar Martinez-Ruiz

Abstract

People and companies worldwide are by now involved and attached to web 2.0 technologies and in particular to social media platforms. In this context, these digital technologies and social media have modified and improved the way to communicate and collaborate between companies and customers in all sectors through by implementing effective interaction mechanisms. However, the approach to social media and digital technologies in sectors such as luxury has been slower. Therefore, the main aim of this study is firstly to systematically examine and review the current studies conducted on the related area of ​​social media and luxury marketing. Secondly, in addition to providing an overview of the main themes and trends covered by the relevant literature, this review has focused on the consumption of luxury and the dual dimension that it can take in a social media context. Third, a systematic review of the literature on academic research on social media marketing in luxury brands was conducted to collect, examine and synthesize the reactive studies. This review also provided important insights on social media marketing in luxury brands and key research topics were classified into three insights, on consumer behavior, brand awareness and advertising activities in a social media context. Therefore, this study, for both academics and marketer manager, could represent a solid theoretical basis for empirical studies on the phenomenon of social media marketing in the field of luxury marketing and luxury brands.

Suggested Citation

  • Giuseppe Colella & Cesare Amatulli & Maria Pilar Martinez-Ruiz, 2020. "Social Media Marketing and Luxury Consumption: A Literature Review," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(4), pages 1-30, March.
    • Handle: RePEc:ibn:ijmsjn:v:11:y:2020:i:4:p:30
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/download/0/0/40892/42221
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/0/40892
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Thorstein Veblen, 1899. "Mr. Cummings's Strictures on "The Theory of the Leisure Class"," Journal of Political Economy, University of Chicago Press, vol. 8(1), pages 106-106.
    2. Felicia Naatu, 2016. "Brand Building for Competitive Advantage in the Ghanaian Jewelry Industry," International Review of Management and Marketing, Econjournals, vol. 6(3), pages 551-558.
    3. Heine, Klaus & Phan, Michel, 2011. "Trading-up mass-market goods to luxury products," Australasian marketing journal, Elsevier, vol. 19(2), pages 108-114.
    4. Vernuccio, Maria & Ceccotti, Federica, 2015. "Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision," European Management Journal, Elsevier, vol. 33(6), pages 438-449.
    5. Anonymous, 2013. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 8(2), pages 129-130, November.
    6. Pantano, Eleonora & Passavanti, Rosanna & Priporas, Constantinos-Vasilios & Verteramo, Saverino, 2018. "To what extent luxury retailing can be smart?," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 94-100.
    7. Uche Okonkwo, 2007. "Luxury Fashion Branding," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59088-5, October.
    8. Mundel, Juan & Huddleston, Patricia & Vodermeier, Michael, 2017. "An exploratory study of consumers’ perceptions: What are affordable luxuries?," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 68-75.
    9. Veblen, Thorstein, 1899. "The Theory of the Leisure Class," History of Economic Thought Books, McMaster University Archive for the History of Economic Thought, number veblen1899.
    10. Klaus Heine & Michel Phan, 2011. "Trading-Up Mass-markets Goods to Luxury Products," Post-Print hal-02312947, HAL.
    11. Bernard Dubois & Sandor Czellar & Gilles Laurent, 2005. "Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries," Marketing Letters, Springer, vol. 16(2), pages 115-128, April.
    12. DUBOIS, Bernard & LAURENT, Gilles & CZELLAR, Sandor, 2001. "Consumer rapport to luxury : Analyzing complex and ambivalent attitudes," HEC Research Papers Series 736, HEC Paris.
    13. Anonymous, 2013. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 8(3), pages 243-243, December.
    14. Sandor Czellar & Gilles Laurent & Bernard Dubois, 2005. "Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries," Post-Print hal-00458399, HAL.
    15. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    16. Wang, Xia & Yu, Chunling & Wei, Yujie, 2012. "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 198-208.
    17. Gilles Laurent & Bernard Dubois, 1996. "The Functions of Luxury: A Situational Approach to Excursionism," Post-Print hal-00458452, HAL.
    18. 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.
    19. Bang Nguyen & Xiaoyu (allen) Yu & T. C. Melewar & Junsong Chen, 2015. "Brand innovation and social media : Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability," Post-Print hal-02312301, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Loureiro, Sandra Maria Correia & Jiménez-Barreto, Jano & Romero, Jaime, 2020. "Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    2. Bachmann, Frank & Walsh, Gianfranco & Hammes, Eva K., 2019. "Consumer perceptions of luxury brands: An owner-based perspective," European Management Journal, Elsevier, vol. 37(3), pages 287-298.
    3. Stępień Beata, 2018. "Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(1), pages 79-99, March.
    4. Makkar, Marian & Yap, Sheau-Fen, 2018. "Emotional experiences behind the pursuit of inconspicuous luxury," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 222-234.
    5. Farhad Aliyev & Taylan Urkmez & Ralf Wagner, 2019. "A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis," Management Review Quarterly, Springer, vol. 69(3), pages 233-264, September.
    6. Truong, Yann & McColl, Rod, 2011. "Intrinsic motivations, self-esteem, and luxury goods consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 555-561.
    7. Liselot Hudders & Mario Pandelaere, 2012. "The Silver Lining of Materialism: The Impact of Luxury Consumption on Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 13(3), pages 411-437, June.
    8. Zahra MajlesiRad & Abdol Hamid Haji pour Shoushtari, 2020. "Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand," Future Business Journal, Springer, vol. 6(1), pages 1-19, December.
    9. Mundel, Juan & Huddleston, Patricia & Vodermeier, Michael, 2017. "An exploratory study of consumers’ perceptions: What are affordable luxuries?," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 68-75.
    10. Kastanakis, Minas N. & Balabanis, George, 2012. "Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior," Journal of Business Research, Elsevier, vol. 65(10), pages 1399-1407.
    11. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    12. Nathalie Veg-Sala & Angy Geerts, 2015. "The paradox of the distribution of luxury brands regarding e-shopping: Cluster analysis and evolution of consumers’ attitudes and behaviors according to their profile and levels of luxury [Le parad," Post-Print hal-01525468, HAL.
    13. Shukla, Paurav & Rosendo-Rios, Veronica, 2021. "Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets," International Business Review, Elsevier, vol. 30(1).
    14. Pillai, Kishore Gopalakrishna & Nair, Smitha R., 2021. "The effect of social comparison orientation on luxury purchase intentions," Journal of Business Research, Elsevier, vol. 134(C), pages 89-100.
    15. Kapferer, Jean-Noël & Valette-Florence, Pierre, 2021. "Which consumers believe luxury must be expensive and why? A cross-cultural comparison of motivations," Journal of Business Research, Elsevier, vol. 132(C), pages 301-313.
    16. Miller, Karen W. & Mills, Michael K., 2012. "Contributing clarity by examining brand luxury in the fashion market," Journal of Business Research, Elsevier, vol. 65(10), pages 1471-1479.
    17. Joy, Annamma & Wang, Jeff Jianfeng & Chan, Tsang-Sing & Sherry, John F. & Cui, Geng, 2014. "M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions," Journal of Retailing, Elsevier, vol. 90(3), pages 347-364.
    18. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    19. Silvia Ranfagni & Wilson Ozuem, 2022. "Luxury and Sustainability: Technological Pathways and Potential Opportunities," Sustainability, MDPI, vol. 14(9), pages 1-12, April.
    20. Lacroix, Caroline & Jolibert, Alain, 2017. "Mediational role of perceived personal legacy value between consumer agentic generativity and attitudes/buying intentions toward luxury brands," Journal of Business Research, Elsevier, vol. 77(C), pages 203-211.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijmsjn:v:11:y:2020:i:4:p:30. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.