Examining the impact of the 3Cs: Content, collaboration and customisation of social media marketing on luxury fashion brand perception
The rise of the internet and digitalisation, interconnected global markets, increasing income levels, and heightened consumer awareness about global luxury brands have largely propelled the demand for luxury goods. Social media has emerged as the predominant channel for generating awareness, persuas...
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| Format: | Article |
| Language: | English |
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Department of Marketing Management, University of South Africa
2024-11-01
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| Series: | The Retail and Marketing Review |
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| Online Access: | https://retailandmarketingreview.co.za/wp-content/uploads/2024/11/RMR20-2-135-153.pdf |
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| author | Dr Richa Misra Ekta Aggarwal Dr Chhavi Taneja |
| author_facet | Dr Richa Misra Ekta Aggarwal Dr Chhavi Taneja |
| author_sort | Dr Richa Misra |
| collection | DOAJ |
| description | The rise of the internet and digitalisation, interconnected global markets, increasing income levels, and heightened consumer awareness about global luxury brands have largely propelled the demand for luxury goods. Social media has emerged as the predominant channel for generating awareness, persuasion, and purchase intent for luxury brands. There exists a notable gap and dearth of empirical evidence in the existing body of literature on the impact of Social Media Marketing (SMM) on customer’s loyalty and attachment to the brand. The purpose of this study is to investigate the impact of the 3 Cs of social Media Marketing (content, collaboration, and customisation) on the customers’ loyalty and attachment to luxury fashion brands, in turn impacting their willingness to pay for them. The study employed a structured questionnaire to gather data from 597 Gen Z customers who were actively engaged with luxury apparel brands; selected through convenience sampling. Partial least square-structural equation modelling (PLS-SEM) was used to analyse the conceptual model. The results indicated that while all the three Cs were found to be significant determinants of brand attachment and loyalty; content had the greatest impact, followed by collaboration and customisation. It was further observed that SMM had a more significant positive impact on brand attachment rather than brand loyalty. The study further revealed that brand loyalty had a greater impact on the customer’s willingness to pay a premium price, than brand attachment. |
| format | Article |
| id | doaj-art-fc781e95354c4c25b3d63491c2803a6c |
| institution | Kabale University |
| issn | 2708-3209 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Department of Marketing Management, University of South Africa |
| record_format | Article |
| series | The Retail and Marketing Review |
| spelling | doaj-art-fc781e95354c4c25b3d63491c2803a6c2024-12-02T14:03:40ZengDepartment of Marketing Management, University of South AfricaThe Retail and Marketing Review2708-32092024-11-01202135153https://doi.org/10.5281/zenodo.14233670Examining the impact of the 3Cs: Content, collaboration and customisation of social media marketing on luxury fashion brand perceptionDr Richa Misra0Ekta Aggarwal1Dr Chhavi Taneja2IT & Decision Sciences, Jaipuria Institute of Management, Noida, IndiaAmity College of Commerce and Finance, Amity University, Noida, Uttar Pradesh, IndiaMarketing, Centre for Online Learning, Great Lakes Institute of Management, Gurgaon-IndiaThe rise of the internet and digitalisation, interconnected global markets, increasing income levels, and heightened consumer awareness about global luxury brands have largely propelled the demand for luxury goods. Social media has emerged as the predominant channel for generating awareness, persuasion, and purchase intent for luxury brands. There exists a notable gap and dearth of empirical evidence in the existing body of literature on the impact of Social Media Marketing (SMM) on customer’s loyalty and attachment to the brand. The purpose of this study is to investigate the impact of the 3 Cs of social Media Marketing (content, collaboration, and customisation) on the customers’ loyalty and attachment to luxury fashion brands, in turn impacting their willingness to pay for them. The study employed a structured questionnaire to gather data from 597 Gen Z customers who were actively engaged with luxury apparel brands; selected through convenience sampling. Partial least square-structural equation modelling (PLS-SEM) was used to analyse the conceptual model. The results indicated that while all the three Cs were found to be significant determinants of brand attachment and loyalty; content had the greatest impact, followed by collaboration and customisation. It was further observed that SMM had a more significant positive impact on brand attachment rather than brand loyalty. The study further revealed that brand loyalty had a greater impact on the customer’s willingness to pay a premium price, than brand attachment.https://retailandmarketingreview.co.za/wp-content/uploads/2024/11/RMR20-2-135-153.pdfsocial media marketing3cs: contentcollaborationcustomisationbrand attachmentbrand loyaltywillingness to paygen z india |
| spellingShingle | Dr Richa Misra Ekta Aggarwal Dr Chhavi Taneja Examining the impact of the 3Cs: Content, collaboration and customisation of social media marketing on luxury fashion brand perception The Retail and Marketing Review social media marketing 3cs: content collaboration customisation brand attachment brand loyalty willingness to pay gen z india |
| title | Examining the impact of the 3Cs: Content, collaboration and customisation of social media marketing on luxury fashion brand perception |
| title_full | Examining the impact of the 3Cs: Content, collaboration and customisation of social media marketing on luxury fashion brand perception |
| title_fullStr | Examining the impact of the 3Cs: Content, collaboration and customisation of social media marketing on luxury fashion brand perception |
| title_full_unstemmed | Examining the impact of the 3Cs: Content, collaboration and customisation of social media marketing on luxury fashion brand perception |
| title_short | Examining the impact of the 3Cs: Content, collaboration and customisation of social media marketing on luxury fashion brand perception |
| title_sort | examining the impact of the 3cs content collaboration and customisation of social media marketing on luxury fashion brand perception |
| topic | social media marketing 3cs: content collaboration customisation brand attachment brand loyalty willingness to pay gen z india |
| url | https://retailandmarketingreview.co.za/wp-content/uploads/2024/11/RMR20-2-135-153.pdf |
| work_keys_str_mv | AT drrichamisra examiningtheimpactofthe3cscontentcollaborationandcustomisationofsocialmediamarketingonluxuryfashionbrandperception AT ektaaggarwal examiningtheimpactofthe3cscontentcollaborationandcustomisationofsocialmediamarketingonluxuryfashionbrandperception AT drchhavitaneja examiningtheimpactofthe3cscontentcollaborationandcustomisationofsocialmediamarketingonluxuryfashionbrandperception |