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Re-examining of consumers’ responses toward social media advertising and purchase intention toward luxury products from 2013 to 2018: A retrospective commentary

Author

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  • Shu-Chuan Chu
  • Sara Kamal
  • Yoojung Kim

Abstract

The purpose of this retrospective commentary is to re-examine what we know about consumers’ response toward social media advertising and purchase intention toward luxury products, as well as review how researchers have cited this article. This commentary is organized as follows. First, it discusses the unique contributions of our article that causes its high impact in the literature. Second, it examines the topic of social media and luxury brands from today’s perspective. Third, we offer our interpretation of the use in the literature of our study and categorize the literature into three areas: luxury brand marketing and consumer engagement in social media; beliefs, attitudes, and behavioral responses toward social media advertising; and the state of knowledge on luxury brands and fashion advertising. Lastly, this commentary offers ideas in luxury brand advertising and marketing research and new trends in luxury brand digital strategies through social media.

Suggested Citation

  • Shu-Chuan Chu & Sara Kamal & Yoojung Kim, 2019. "Re-examining of consumers’ responses toward social media advertising and purchase intention toward luxury products from 2013 to 2018: A retrospective commentary," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 10(1), pages 81-92, January.
    • Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:1:p:81-92
    DOI: 10.1080/20932685.2018.1550008
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    Cited by:

    1. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    2. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2023. "Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty," Journal of Business Research, Elsevier, vol. 160(C).
    3. Dr. Rana Muhammad Shahid Yaqub & Ehtisham & Fawad Waseem & Muhammad Aqeel, 2023. "Nexus Between Instagram Marketing, Consumer Response And Customer Based Brand Equity: A Developing Country Perspective," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(2), pages 289-301.

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