Curating Luxe Experiences Online? Explicating the Mechanisms of Luxury Content Marketing in Cultivating Brand Loyalty

Abstract

Luxury brands have been increasing investment in creating compelling content that communicates brand value and stories on social media. Yet research on understanding the mechanisms of luxury content marketing in brand building is still scarce. Hence, we proposed and tested a comprehensive conceptual model explicating the mechanisms through which the perceived value of luxury content marketing on social media (i.e., YouTube) shapes brand loyalty among luxury purchasers. Our findings demonstrate that the perceived experiential value and unique value of luxury branded content are positively related to perceived brand prestige, brand exclusivity, and customer intimacy, respectively, which in turn, are significantly associated with brand loyalty. The perceived functional value of the brand’s YouTube channel is positively related to perceived brand prestige and brand exclusivity, respectively, which in turn, are significantly associated with brand loyalty.