دانلود رایگان مقاله انگلیسی اثرات منفی بازاریابی رسانه های اجتماعی بر روی درک ارزش برندهای مد لوکس - الزویر 2018

ABSTRACT

In light of the growing concern about brand dilution of luxury brands on social media, the purpose of this research was to examine the impact of brand-consumer engagement on value perceptions of luxury fashion brands within the context of social media marketing. The result of Study 1 demonstrated that luxury brands were inherently psychologically distant than mainstream brands. The results of Study 2 and Study 3 showed that a luxury brand with a high level (vs. low level) of brand-consumer engagement resulted lower value perceptions (i.e., social, uniqueness, and quality value perceptions) of the brand, and such relationships were mediated by decreased psychological distance. This research provides important implications for luxury brand managers and scholars that luxury fashion brands should maintain psychological distance on social media to protect the core value perceptions of the brands.

6. General discussion

Across the experimental studies, this research highlights the impact of psychological distance of luxury brands triggered by a level of consumer-brand engagement on value perceptions of luxury brands. This research yields both theoretical and practical implications in the following ways.

6.1. Theoretical implications

From a theoretical point of view, this study contributes to a body of literature concerning brand dilution and social media marketing of luxury brands, and to the theory of psychological distance. To date, the brand dilution literature has been dominantly examined from the aspects of brand extension strategies (e.g., Shin et al., 2017). On the other hand, this research demonstrates that brand-consumer engagement of luxury brands on social media can also dilute brand value perceptions. Therefore, this research's view on social media marketing as a source of brand dilution provides important insights and adds a new theoretical perspective to the literature on brand dilution.

Also, while most of literature in social media marketing of luxury brands has documented positive aspects of social media on luxury brands (e.g., Kim & Ko, 2012), the current research contributes to the literature by uncovering negative aspects of social media marketing on luxury brands. Specifically, this study provides empirical evidence that a high level of brand-consumer engagement on social media can damage perceptions of luxury brands by revealing the underlying mechanism. Through a mediation analysis, it was found that this effect is partly due to the decrease of psychological distance of luxury brands.