Investigating the role of influencer marketing in shaping luxury brand perceptions

Abstract

This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of luxury brands. This study clearly focused on how the perception of the subject matter. It explores their attitudes, preferences, and behaviours rather than focusing on business or industry perspectives. In doing so, it highlights insights directly from perception in a prominent manner. A quantitative technique was used to collect data from 393 respondents, and a standardised questionnaire was used to investigate how consumer perceptions of luxury brands were influenced. Data analysis was conducted using SmartPLS 4.0, which includes structural equation modelling (SEM), to test the developed hypotheses and assess the correlations among variables. Through genuine narrative, emotional ties, and exclusivity, influencer marketing has a favourable impact on how luxury brands are perceived. Compared with famous influencers, micro-influencers foster greater engagement and trust. Reliability and credibility have been shown to be essential components in forming favourable customer perceptions. This study examines the long-term impact of influencer marketing on the exclusivity, desirability, and credibility of luxury brands. It addresses a key research gap by exploring how digital marketing partnerships influence brand equity in the luxury sector. This study seeks to identify strategies that allow luxury brands to leverage influencer marketing without compromising core values, such as exclusivity and authenticity. Ultimately, it provides actionable insights for sectors such as luxury real estate, tourism, resorts, and automobiles to balance modern consumer engagement with traditional luxury appeals in South Asian countries and many others. Managers should match influencer marketing tactics to target audiences and their perceptions of luxury brands. Using relevant real influences may increase the appeal of premium brands without sacrificing their exclusivity. Italy's luxury fashion and tourism sectors, along with Malaysia's emerging influencer economy, illustrate how brands use influencers to carefully balance exclusivity with a wider audience and reach an approach that becomes even more critical in long-term partnerships, where repeated collaborations can strengthen credibility but also risk diluting the sense of scarcity central to luxury brands. By striking a balance between accessibility and exclusivity, this study advances our knowledge on how influencer marketing can maintain and improve premium brand views. It provides managers with practical recommendations on how to successfully traverse the constantly changing digital marketing terrainting.