Author(s)

Jianqiong Xu, Wilson Ozuem

Corresponding Author

Jianqiong Xu

ABSTRACT

The advances in communication media have changed the way people search or share information. Social media are the two-way forms of communication that provide new opportunities to users to interact with each other on platforms to share ideas. This study analyses customer expectations and interactions through integrating social media and luxury fashion brands. Also, by identifying the advantages that can be obtained by businesses from social media, this paper develops a structural model that contributes to address the gap and current knowledge of consumer buying behaviour in luxury product purchases under the effect of social media. The research also suggests that it is important to understand and interact with customer expectations via the combination of social media and traditional marketing media to develop effective marketing communications. The paper concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies using social media platforms.

KEYWORDS

Social media, luxury fashion brands, consumer buying behaviour, consumer decision making, Web 2.0