Engaging luxury brand consumers on social media

Abstract

PurposeAlthough the consumption of luxury brands is significantly on the rise in emerging markets, a significant impetus is needed to boost their growth to achieve desired revenues and profitability. This paper aims to consider social media marketing activities and consumer-brand engagement as key constructs to realize these desired objectives.Design/methodology/approachThe empirical relationships among social media marketing activities, consumer-brand engagement and consumer response have been examined with a sample of 465 respondents.FindingsSocial media marketing activities foster engagement among luxury brand consumers, translating into a favorable response. Besides this, informational marketer generated content (MGC) moderates the relationship between social media marketing activities and consumer-brand engagement.Practical implicationsMarketers can use the outcomes of this study to better engage consumers of luxury brands on social media platforms to engender a favorable response.Originality/valueThis paper highlights how consumers of luxury brands are engaged through different marketing activities in the social media context. Also, the moderating role of MGC has been explored.