Investigating the role of influencer marketing in shaping luxury brand perceptions
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.11743Keywords:
Influencer Marketing, luxury brands, consumer perception, social media, Exclusivity, Credibility,, SmartPLS.Abstract
This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer sentiments, paying special attention to how exclusivity, desirability, authenticity, and narrative are important factors in consumer’s perceptions of luxury brands. A quantitative technique was used to collect data from 393 respondents, and a standardised questionnaire was used to investigate how consumer perceptions of luxury brands were influenced. Data analysis was conducted using SmartPLS 4.0, which includes structural equation modelling (SEM), to test the developed hypotheses and assess the correlations among variables. Through genuine narrative, emotional ties, and exclusivity, influencer marketing has a favourable impact on how luxury brands are perceived. Compared to famous influencers, micro-influencers foster greater engagement and trust. Reliability and credibility have been shown to be essential components in forming favourable customer sentiment. Managers should match influencer marketing tactics to target the audience and their perceptions of luxury brands. Using relevant real influences may increase the appeal of premium brands without sacrificing exclusivity. By striking a balance between accessibility and exclusivity, this study advances our knowledge of how influencer marketing can maintain and improve premium brand views. It provides managers with practical recommendations on how to successfully traverse the constantly changing digital marketing terrainting.
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