Journal of Marketing Management

Do Luxury Car Brands Market Premium Status in a World of Likes, Followers, and User-Generated Content?
Dr. S. Paige Gardiner

Abstract
Effectively using social media to market a product or service is an evolving challenge for many marketers because of the vast possibilities to understand consumer needs and connect with consumers. Researchers have been examining how consumers engage with social media for the past few years. Priluck (2017) described the development of social media marketing strategy and how social media has changed consumers’ evolving relationship with brands with her 7 C’s social media framework. Her framework examines how consumers engage with brands in terms of convergence, community-orientation, and comprehensiveness, chaotic, content-driven, commercial, and calculable. The purpose of the study was to examine how luxury car brands attempt to engage consumers using social media engagement frameworks. The researcher conducted a content analysis study examining the Facebook posts of six luxury car brands during March of 2018. The Facebook posts were described and analyzed to explain how the luxury car brands used different social media marketing strategies and tactics in accordance with social media marketing frameworks. The researcher compared the Facebook posts and evaluates the posts category and post content type for effective consumer behavior engagement. The study contributes to the literature by offering a conceptual and empirical validation of possible social media marketing strategies for luxury brands.

Full Text: PDF     DOI: 10.15640/jmm.v7n2a3