The Applications of Social Media for Luxury Brand Management — A Narrative Review

Purpose — The emergence of social media and digital technologies has reformed the competitive aspect for firms that quickly acknowledged the increasing relevance of social media platforms for business purposes social media is emerging as an important part of our lives. Luxury brands are gaining popularity as the customers are getting richer. In this paper, we did an extensive review of the research papers to understand the applications of social media for luxury brands management. We also studied the data analysis techniques used in those research papers.Methodology — The papers related to the applications of social media for luxury brand management were collected using related keywords. We searched the papers with the keywords such as “Social media marketing†and “Luxury brands†, “Social media consumer engagement†and “Luxury brands†, “Social media consumer response†and “Luxury brands†and “Social media communication†and “Luxury brands†in Scopus database.Findings — Marketing and customer response are the two main categories of the applications of the social media for luxury brand management. Regarding data analysis techniques, traditional data analysis models such as structural equation modelling, regression, etc. have been used more as compared to data mining, text mining, etc. process.Originality — We propose a new categorisation of different research papers related to applications of social media for luxury brand management. We also did an extensive study of the data analysis techniques to conclude that traditional data analysis models have been mostly used in this research area. The recommendations to social media marketing professionals related to luxury brands have been presented to improve the effectiveness of social media campaigns for luxury brands. We also suggest challenges and future research directions in this area.