Abstract
The last decade has seen a tremendous growth by the luxury brand industry as luxury brands have expanded and have been adopted all over the world. Due to its expansion marketing opportunities are presented by the accelerating demand for luxury brands, specifically by the specific demographic group of young consumers who are known as “Digital Native” population (Sandra, et al, 2022).
On the other hand, in the recent years the luxury brand industry has also been strongly affected by the rapid evolution of digital technology and the internet.
Social media has become a platform in which users and companies can develop a strong communication with each other, while brands can use different strategies to influence their customer’s attitude and purchase behaviour. Drawing upon the research framework, this study aims to examine the multidimensional factors that influence Digital Native’s attitude towards luxury brands on social media. Utilizing a multidimensional framework, the research focuses on factors, such as parasocial relationship, influencer marketing and E-WOM as key factors contributing to a comprehensive examination of digital marketing strategy, especially in relation to brand image, attitude, and purchase intention.
Given the intrinsic link between Digital Native’s attitudes towards luxury brands and their experiences in the digital realm, this study holds significance for luxury brands seeking to capitalize on the digital native demographic. The research highlights the impact of influencers in shaping attitudes and underscores the importance of effective digital marketing strategies, including online presence, content creation and influencer collaborations.
The study employs a mixed-method approach, combining quantitative and qualitative methods. The sample consists of social media-heavy users, predominantly university students which is involves in Digital Native’s category in this study. Data analysis incorporates statistical techniques to unveil the significant role of social media influencers in creating parasocial relationships, establishing credibility as opinion leaders, and influencing E-WOM, ultimately impacting Digital Natives’ attitudes and purchase intentions. Through an in-depth literature review and mixed method methodology, the research identifies and explores multidimensional factors influencing attitudes toward luxury brands on social media.
The findings reveal the substantial influence of social media influencers in shaping parasocial relationships, serving as credible opinion leaders, and driving E-WOM which all these three factors will incorporate digital native’s attitude and a lead to purchase intention of luxury brand through the effect of social media, and social media influencers.
This research study contributes to the consumer behaviour literature by offering a comprehensive framework to elucidate the psychological factors influencing Digital Natives’ attitudes. The implications of these findings extend to luxury brands seeking to develop more effective and targeted digital marketing strategies, with a focus on social media marketing and influencer marketing.
Ultimately, this study provides valuable insights that can guid luxury brands in navigating the complex digital landscape and engaging with the discerning Digital Natives demographics.