The impact of social media marketing activities on customer experience: The case of luxury brands

Abstract

After an initial reluctance to adopt a digital presence in fear of harming their prestigious brand image, luxury brands have now recognized the opportunities that social media marketing activities have brought to them to engage in new ways with their customers and communities. However, luxury brands must figure out how to transfer their in-store customer experience to their digital presence. The research goal of this thesis is to investigate the impact that social media marketing activities performed by luxury brands have on customer experience. This paper adopts a quantitative approach and delves into the correlation and relationship between social media marketing activities performed by luxury brands and the different levels of customer experience by analyzing the answers of 84 questionnaires answered by customers who had purchased from at least one luxury brand in the last five years and actively followed one of them on a social media platform.