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The Social Media Effect on Luxury Consumption: Redefining Consumer Behavior in the Digital Age
Abstract
This chapter explores the transformative effect of social media on luxury consumer behavior, focusing on how digital platforms influence perceptions, motivations, and purchasing decisions. Through a blend of literature review and case studies of luxury brands, it investigates how social media fosters consumer engagement and shapes brand narratives via influencers, user-generated content, and targeted advertising. The findings reveal a shift in luxury consumption, where visual content and peer reviews have made high-end products more accessible, challenging traditional exclusivity. The chapter provides valuable strategies for marketing managers to effectively utilize social media to enhance brand desirability, engage customers, and boost sales, contributing new insights to the intersection of social media and luxury brand management.
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