Purpose

This research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty.

Design/methodology/approach

A large online consumer panel was used to conduct an online survey of 381 consumers. Partial least squares structural equation modeling was adopted for hypothesis testing.

Findings

The study's outcomes indicated that (1) perceived interactivity and perceived openness positively influence social media brand communication, (2) social media brand communication and engagement are positive determinants for consumer empowerment and parasocial interactions, (3) consumer empowerment and parasocial interactions positively influence willingness to pay a premium and (4) parasocial interactions (but not consumer empowerment) positively influence brand loyalty.

Research limitations/implications

The study offers significant theoretical implications by unraveling the mechanism of social media marketing for luxury brands, which is under-researched in the current literature. More specifically, the study reveals the process of how social media brand communication and engagement reinforce luxury brand outcomes through parasocial interactions and consumer empowerment. In addition, the study provides empirical evidence to delineate the role of interactivity and openness in enhancing social media brand communication. Moreover, the study extends past research that emphasized initial adoption outcomes such as attitude and purchase intention by probing luxury brand loyalty and willingness to pay a premium.

Practical implications

By effectively strategizing social media marketing, luxury brand marketers can promote brand loyalty and willingness to pay a premium. Luxury brand marketers should concentrate on establishing parasocial interaction with consumers by designing optimal social media brand communication and engagement. To this end, luxury brand marketers should consider integrating the elements of interactivity and openness in their communication with consumers.

Originality/value

The study offers valuable insights for luxury brand marketers aiming to capitalize on the potential of social media marketing to enhance their revenue generation and customer retention. The study advances past luxury branding research by validating the role of consumer empowerment and parasocial interactions in luxury brands' social media marketing.

中文翻译：

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奢侈品牌的社交媒体营销：准社会互动和赋权，以提高忠诚度和支付溢价的意愿

目的

本研究旨在揭示奢侈品牌的社交媒体营销策略（即沟通和参与）及其对消费者支付溢价意愿和品牌忠诚度的影响之间错综复杂的关系。

设计/方法论/途径

大型在线消费者小组对 381 名消费者进行了在线调查。采用偏最小二乘结构方程模型进行假设检验。

发现

研究结果表明，(1) 感知互动性和感知开放性对社交媒体品牌传播产生积极影响，(2) 社交媒体品牌传播和参与是消费者赋权和准社会互动的积极决定因素，(3) 消费者赋权和准社会互动对意愿产生积极影响支付溢价和（4）准社会互动（但不是消费者赋权）对品牌忠诚度产生积极影响。

研究局限性/影响

该研究通过揭示奢侈品牌社交媒体营销的机制提供了重要的理论意义，而目前的文献对此研究不足。更具体地说，该研究揭示了社交媒体品牌沟通和参与如何通过准社会互动和消费者赋权来强化奢侈品牌成果的过程。此外，该研究还提供了实证证据来描述互动性和开放性在增强社交媒体品牌传播方面的作用。此外，该研究扩展了过去的研究，通过探讨奢侈品牌忠诚度和支付溢价的意愿，强调最初的采用结果，例如态度和购买意图。

实际影响

通过有效地制定社交媒体营销策略，奢侈品牌营销人员可以提高品牌忠诚度和支付溢价的意愿。奢侈品牌营销人员应通过设计最佳的社交媒体品牌沟通和参与来专注于与消费者建立准社会互动。为此，奢侈品牌营销人员应考虑在与消费者的沟通中融入互动性和开放性的元素。

原创性/价值

该研究为奢侈品牌营销人员提供了宝贵的见解，旨在利用社交媒体营销的潜力来提高收入和客户保留率。该研究通过验证消费者赋权和准社会互动在奢侈品牌社交媒体营销中的作用，推进了过去的奢侈品牌研究。