Impact of Different Marketing Methods on Luxury Brands on Chinese Social Media

Jia Chen

doi:10.54097/yevq0571

Authors

Jia Chen

DOI:

https://doi.org/10.54097/yevq0571

Keywords:

Luxury Brands, Social Media, Marketing Methods

Abstract

This research delves into the effects of interactive and entertainment marketing strategies on luxury brands within the context of Chinese social media. The investigation is grounded in the unique cultural backdrop of China, where consumer-brand interactions and celebrity endorsements play pivotal roles in shaping attitudes and preferences towards luxury goods. Through a questionnaire survey and statistical analysis, the study identifies a positive correlation between social media engagement and luxury brand attention, with interactive comments and celebrity endorsements emerging as particularly effective marketing tools. The research contributes to the broader understanding of luxury brand marketing on social media, offering insights for brands seeking to enhance their presence in the Chinese market.

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