Abstract
ABSTRACT Since the inception of the drop marketing strategy, it has been very successful in various industries globally. This study aims to examine the key drivers motivating Chinese Gen Z consumers to get involved in drop marketing as well as to buy personal luxury goods available through drop marketing campaigns in the luxury fashion consumption context. Through a qualitative approach using personal interviews, we aim to reveal in-depth insights into the perceptions and motivations of Chinese Generation Z studying in the US when acquiring personal luxury goods available through drop marketing. Thematic analyses of interview data revealed five major themes. By investigating the perceptions, motivations, and decision-making processes of Chinese Gen Z consumers, we share meaningful insights into the personal luxury goods industry. The findings are especially important for luxury brand managers to maintain and enhance their endeavours in creating brand value, equity, and community using drop marketing strategies.
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