Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/309966 
Year of Publication: 
2024
Series/Report no.: 
Cardiff Economics Working Papers No. E2024/16
Publisher: 
Cardiff University, Cardiff Business School, Cardiff
Abstract: 
This paper examines cross-country heterogeneities and over-time changes of the role of social media marketing (SMM) in the luxury fashion industry. A comprehensive literature review is conducted on customer value, purchase intention, and engagement motivation to understand the causes and effects of SMM. Based on the survey data in China and the UK, probit and oprobit regressions are employed to estimate the models of SMM. Results show that affectional and cognitive motives are the two primary drivers of SMM engagement in both countries. Chinese customers are more susceptible to SMM than British counterparts, suggesting significant potential benefits of developing SMM strategies in China. Over time, SMM has become an irreversible trend of luxury brand management after the COVID pandemic. Identified heterogeneities and changes call for differentiated international marketing strategies in different countries at different times.
Subjects: 
Social Media
Brand Interaction
Luxury Fashion Marketing
Document Type: 
Working Paper

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