Social Media Marketing and Customer Experience Impact on Intention to Purchase and Loyalty related to Luxury Brands

Abstract

This thesis explores how luxury brands leverage social networks, influencer collaborations, and visual com- munication strategies to shape consumer perceptions, adapt to socio-cultural trends, and remain competi- tive in a dynamic, evolving industry. For our thesis, we adopted a cross-sectional research design, utilizing surveys within a deductive approach, guided by the philosophical framework of realism to ensure a comprehensive and structured analysis. The analysis highlights the significant impact of SMMA (with a coefficient of 0.635) on LI, indicating that an increase in SMMA strongly influences LI, although further confirmation of its significance is needed. The coefficient interpretation suggests that SMMA positively affects LI, supporting the hypothesis that SMMA enhances LI, while the lack of clarity around CEx's significance leaves its influence uncertain. Model 1 demonstrates a robust relationship between SMMA, CE, and PI, validating the research hypotheses with statistically significant results and strong explanatory power. Model 2 suggests a likely positive relationship between SMMA and LI, though additional analysis is necessary to determine CE's contribution to this dy- namic. This study highlights opportunities for future research to explore regional variations, longitudinal impacts of social media,