Digital Marketing as a Strategic Tool for Luxury Brands

The aim of this master thesis is to further understand the relationship between social media marketing and consumers’ attitude towards luxury brands. Moreover, this study is focused on Millennials because they are the main consumers of luxury brands and social media. In fact, the purpose is to measure the influence of social media marketing on consumer’s attitude via consumer-brand relationship, and the role of the nature of the message in this mesh. The conceptual framework was designed by combining several studies that examined separately the links between the variables. In addition to this, the research realized by Choi, Seo, Wagner, and Yoon (2018) on the nature of the message was added to the model, to understand its’ position and influence in the conceptual framework. To achieve these goals, a survey was conducted with 131 participants, as well as a social media research on eight luxury brands. The results confirmed the relationships between all the variables. However, the chosen items did not fit the benefit-based messages identified by Choi et al. (2018). Therefore, future research may be encouraged to analyse this construct and its’ relationship with the other variables more deeply.