Abstract

Enhancing the capacity of a luxury brand to stir a deep connection with customers has always been the focus of practitioners in the luxury industry. This study explores the potential role of social media in converting attachment with a luxury brand into desirable marketing outcomes. The relationships between “luxury brand attachment,” “motivation,” “social media usage,” “word-of-mouth,” and “purchase intention” are examined to understand the drivers and outcomes of luxury brand attachment in social media. A questionnaire was administered to a sample of 341 social media users on various platforms. Data were analyzed using SPSS and Amos. The results revealed that the most important attribute generating luxury attachment in social media is the capacity of a luxury brand to show prestige and status. The direct relationship between luxury brand attachment and purchase intentions is nonsignificant. A stronger attachment to a luxury brand does not entice direct intention to purchase it unless certain motives drive consumers’ luxury engagement in social media. These insights can guide marketing managers in creating effective strategies for their luxury products.

Introduction

Over the past years, the luxury market has seen significant growth, with generated revenues of US$281 billion from the world’s top 100 luxury companies [1, 2]. The Gulf Cooperation Council’s (GCC) luxury sector has been valued at $11.4 billion in 2020, demonstrating substantial potential for growth due to factors such as rising economic development, a large young population, increasing penetration of e-commerce, and strong growth in the tourism sector [3]. Kuwait, historically referred to as the “pearl of the Gulf,” stands out as a particularly attractive destination for luxury products. The Chalhoub Group reports that Kuwait is the third-largest market in the Gulf, exhibiting the highest growth of 35% in 2021 compared to 2019 [4]. Despite this attractiveness, Kuwait’s luxury market remains underinvestigated [5], presenting unique cultural challenges for luxury brand managers.

In this context, social media (SM) has emerged as a pivotal platform for luxury brands. Social media is broadly defined as a set of digital platforms that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks [6]. It is characterized by its high interactivity, user-generated content, and the ability to connect and share with a broad audience. As of the latest data, SM platforms collectively boast billions of users worldwide, underscoring their influence and reach. Popular features of SM include instant messaging, content sharing, networking, and community engagement, which have become integral to modern marketing strategies, especially in the luxury sector [7].

Conclusion and Future Research Directions

In conclusion, this study delves into the complex relationship between LBA, social media engagement, and purchase intentions, particularly within the context of Kuwait’s affluent market. The findings underscore that the display of prestige and status is pivotal in cultivating LBA, which, however, does not directly lead to purchase intentions. The key lies in the role of motivation, which acts as a vital link in turning luxury attachment into consumer purchasing actions. This finding is particularly relevant for luxury brands aiming to effectively leverage SM without compromising their unique brand identities.

While the study contributes significantly to both theoretical and practical domains, it is not without limitations. The reliance on self-reported data from social media users about past behaviors and future intentions may introduce biases. Future studies might employ more objective data collection methods or triangulate findings with qualitative insights to enhance validity. The focus on a specific demographic in Kuwait limits the generalizability of the findings. Expanding future research to include diverse demographics and geographic regions will enhance understanding and applicability considering economic and cultural factors in these diverse regions. The cross-cultural studies would support the understanding of how digital platforms influence consumer behavior in distinctive luxury markets, filling the knowledge gap in the literature regarding the motives driving luxury brand engagement on SM. Additionally, the study’s approach to general luxury brand perceptions, without differentiating between various luxury levels, opens the door for more nuanced future research. Investigating how attachment to different tiers of luxury brands on specific SM platforms influences purchase intentions could offer deeper insights, considering the limitation that our study’s focus is not on specific platform usage but on the overall impact of SM on luxury brand engagement. Furthermore, exploring the psychological underpinnings, such as social identity and self-concept, that drive luxury purchases, particularly in the ever-evolving social media landscape, could yield valuable findings. This would not only address the current study’s limitations but also guide luxury brand managers in developing adaptive strategies in the digital era that resonate with a sophisticated and dynamic consumer base.