Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 16 March 2022
Issue publication date: 10 August 2022
Abstract
Purpose
This study aims to investigate the relationships between customer perceptions of luxury companies’ brand pages (i.e. brand page value and self-expressive brands) and customers’ affective (i.e. brand page satisfaction and brand love) and behavioral (i.e. word-of-mouth [WOM] and attitudinal loyalty intentions) responses.
Design/methodology/approach
Structural equation modeling was used to analyze the data of 290 social media users in the USA who followed at least one luxury brand on social media.
Findings
The results demonstrated that consumers’ brand page satisfaction, influenced by the brand page’s information and entertainment value, was related to brand love and WOM intentions. Meanwhile, brand love – defined as emotional devotion to a brand – was influenced by self-expressive brands and was positively related to both WOM and attitudinal loyalty intentions.
Originality/value
This study identifies a set of customer perceptions that drive consumers’ affective and behavioral responses and that can be used to guide luxury brands to best use their brand pages on social media. By developing and testing a dual-impact model consisting of brand page satisfaction and brand love, this study provides practical directions for luxury brand managers and marketers who wish to transform their followers into both brand advocates who elevate the brand through WOM communications and loyal customers who are committed to affiliating with and supporting the brand.
Keywords
Citation
Song, S. and Kim, H.-Y. (2022), "Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions", Journal of Product & Brand Management, Vol. 31 No. 7, pp. 1033-1046. https://doi.org/10.1108/JPBM-06-2020-2936
Publisher
:Emerald Publishing Limited
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