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Customers’ motivation to engage with luxury brands on social media
Abstract
Customers engaging with brands on social media is critical to social media managers; however, there is still a lack of in-depth studies on the drivers of consumers’ engagement with luxury brands. Drawing on 25 semi-structured interviews with customers following luxury brands in social media, this study explores what motivates customers to engage with luxury brands on social media. This research develops a theoretical framework for the...
Paper Details
Title
Customers’ motivation to engage with luxury brands on social media
Published Date
May 1, 2020
Journal
Volume
112
Pages
223 - 235
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