Navigating the digital landscape: social media's influence on luxury brand equity and purchase intention

被引:0
作者
Goi, Chai Lee [1 ]
Ngu, Ik Ying [2 ]
Chieng, Fayrene Yew Leh [1 ]
机构
[1] Curtin Univ Malaysia, Fac Business, Miri, Malaysia
[2] Curtin Univ Malaysia, Fac Humanities & Hlth Sci, Miri, Malaysia
关键词
Social media; Luxury brand equity; Purchase intention; CUSTOMER EQUITY; PERCEIVED QUALITY; CONSUMER; IMPACT; PARTICIPATION; CONSUMPTION; ENGAGEMENT; COMMERCE; ELEMENTS; LOYALTY;
D O I
10.1108/JSTPM-02-2024-0044
中图分类号
C93 [管理学];
学科分类号
12 ; 1201 ; 1202 ; 120202 ;
摘要
PurposeThe purpose of this study is to examine how social media affects luxury brand equity and purchase intention in Malaysia.Design/methodology/approachQuestionnaires were distributed across shopping malls in the Klang Valley, including Kuala Lumpur and surrounding areas, targeting Malaysian citizens aged 18 and above with a history of luxury purchases. Using random sampling, the study collected and analysed 300 valid responses.FindingsThe findings demonstrate that social media has a positive effect on luxury brand equity and that brand equity significantly influences purchase intention. However, the study reveals a negative impact of social media on purchase intention.Originality/valueThis study explores the profound impact of social media on luxury brand equity in Malaysia, revealing its role in shaping brand awareness, associations, uniqueness, loyalty and perceived quality.
引用
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页数:24
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