A luxury brand is "a branded product or service that consumers perceive to be high quality, offer authentic value via desired benefits, whether functional or emotional, have a prestigious image built on qualities such as artisanship, craftsmanship, or service quality, be worthy of commanding a premium price, and be capable of inspiring a deep connection, or resonance,"
says Ko et al., 2017, p. 2. Buying luxury products mostly comes from a need for more than just utility. Consumers buy luxury brands in order to be unique (Berthon et al., 2009), to project status and reputation (Amaldoss and Jain, 2005). Jackson ( 2004) puts "exclusivity, premium prices, image and status which combine to make them more desirable for reasons
other than function" as the basic traits of the luxury product.Luxury brands also "possess distinct brand identities and meanings distinguished by specific associations" (Tynan et al., 2010). Petina et al. (2018), Beverland (2004) and Okonkwo (2009) suggest that the "associations utilized by luxury firms in developing their brand identities usually include (a) authenticity, heritage, or pedigree; (b) stylistic consistency; (c) quality commitment; (d) unique
Green aesthetic symbolism hedonic
and emotional promotional appeals". Fionda and Moore (2009) underline the idea of luxury in the framework of a status symbol that has great psychological significance for consumers by saying that purchasing marketing literature (Hollebeek et al., 2014). According to Vinerean (2016), a range of "relationship outcomes such as satisfaction, trust, affective commitment,
and loyalty" are directly and favorably correlated with customer involvement (Brodie et al., 2011). "Customer engagement has great potential to affect customer behavior and many authors consider it a successful retention and acquisition strategy for establishing and sustaining the competitive benefits for brand in digital marketing" It also offers chances to
create and distribute marketing.Generally speaking, one assumes that social media is a threat that might damage the name and dignity of luxury companies. Luxury brands are mostly distinguished by their exclusiveness; so, social media can aid to reduce their key selling pointthat of general appeal—by means of which their development is undermined.
Still brand high-end fashion companies
like Chanel, Gucci, Prada, Valentino, Elie Saab, Dior, and many more have created social media marketing plans to appeal to particular consumers (Lee and Watkins, 2016). As one of the first luxury fashion brands to adopt social media, Phan et al. (2011) examined Burberry's social media presence, and as a result the company's earnings increased by 39.8%.
Since most luxury brands interact with their consumers on social media, it is crucial to understand how high-end brands might build strong and long-lasting relationships with their consumers by means of online conversations and brand influence leveraging among targeted audiences (Chu et al., 2019). It is important to understand how luxury brands drive consumer
engagement on social media content with targeted audiences, but also reinterpret user-generated content to highlight the connection of customers with a particular brand. As more high-end brands use social media to establish meaningful connections with their consumers. Consumers' favorable luxury perceptions, desire for luxury, and purchase intentions have shown positive effects from luxury brand marketing on social media (Lee and Watkins, 2016;
Using of social media marketing
by high-end companies indicates that businesses' presence on these platforms improve their visibility and awareness even if their logical mismatch between luxury linked traits of exclusivity and the accessibility of social media is evident. With luxury companies, social media fosters trust and results in brand enthusiasm (Dhaoui, 2014). Social media can
significantly affect the performance of a brand in the luxury sector (Godey et al., 2016), particularly if current trends in social media result in shorter lifetime spans. Furthermore, firms must constantly adapt their marketing plans and strategies to be relevant in this erratic sector as youthful consumers of high-end goods increase their presence (Kim and Ko, 2010).
More precisely, Chevalier and Mazzalovo (2008) and Lee and Watkins (2016) separate eight luxury product categories: "fashion, jewelry, cosmetics, wine, automobile, hotel, travel, and private banking". Given their social worth and hedonic connotations, luxury fashion often has a high online propagation as related to the subject of this article. Therefore, luxury fashion companies have the capacity to generate psychological and emotional values among
Conclusion
consumers and aspirational consumers especially because these brands have prestige pricing, craftsmanship, exclusiveness, and in certain cases, legacy.The most recent luxury item trends from social media or high-end fashion (Deloitte, 2017). Defined as "marketing communications via digital apps, platforms and media that facilitate interaction, collaboration
and content sharing among users," almost all luxury businesses engage in social media marketing (Kim and Ko, 2012, p. 1480). For luxury companies, social media presents fresh chances to support the lead qualification process, raise brand recognition, and transform the brand into an aspirational one. Storytelling has always been the ideal approach for luxury
businesses to inspire consumers, claims Tennille Kopiesz, Senior Vice President of Marketing at Parfums Christian Dior. Instagram is a visual narrative tool, hence the link fits naturally. is study looks at the uncharted field of luxury brand marketing on Instagram and investigates the main social media strategies used by luxury businesses nowadays. The study's particular
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