The Promotion of New Media to Chinese Luxury Economy in the Post-pandemic Era: A Media Links Perspective

Abstract

The luxury economy has been hit hard by the depressed global economic environment under the impact of the COVID-19 pandemic, which has forced luxury brands to adjust and adapt their digital marketing strategies in conjunction with emerging forms of media. This article emphasizes the luxury economy in China. It takes three emerging forms of media in the post-pandemic era in China, namely social media, short videos, and live streaming shows, as the main subject of the research. Based on the theory of uses and gratifications in media communication, a link model is conducted with media communication as the object. A theoretical hypothesis is formulated that new media promotes the luxury economy by enhancing one part of the media communication link. Meanwhile, a questionnaire targeted at luxury consumers was designed and distributed to investigate the correlation between new media usage habits and luxury consumption to prove the hypothesis from a practical perspective. From the statistics, comparison, and correlation analysis of the data, the conclusion was drawn that in the process of new media communication, the promotion of luxury goods through new media by communicators has a significant effect on the luxury economy, primarily through social media and short videos.