Merchandising/Marketing/Retailing: Branding

Luxury Marketing in Social Media: The Role of Social Distance in a Craftsmanship Video

Authors: Jung Eun Lee (Virginia Tech) , Song-yi Youn (University of Missouri)

Abstract

It is important to provide guidance to luxury marketers on how to create social media video content that not only maintains their exclusive and luxurious brand image, but to make consumers perceive the luxury brand is more accessible simultaneously. To address this issue, we manipulated existence of a consumer scene in a luxury brand craftsmanship video, and investigated its effect on perceived social distance, perceived luxury, and purchase intentions by adopting the construal level theory (CLT).

Keywords: Luxury, craftsmanship

How to Cite: Lee, J. & Youn, S. (2019) “Luxury Marketing in Social Media: The Role of Social Distance in a Craftsmanship Video”, International Textile and Apparel Association Annual Conference Proceedings. 76(1). doi: https://doi.org/10.31274/itaa.8841