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A Study of Luxury Fashion Brand - Essay Example

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Current study will be outlining the impacts of social media marketing on brand loyalty and purchase intention of Chinese youth fashion customers. In the current era, luxury fashion retail brands are facing different type of challenges like economic crisis…
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A Study of Luxury Fashion Brand
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"A Study of Luxury Fashion Brand"

Download file to see previous pages The paper "A Study of Luxury Fashion Brand" analyzes the influence of social media marketing on brand loyalty and purchase intention of Chinese youth fashion customers. Social media is one of the most emerging marketing medium in the global business scenario. Recently, such marketing mediums are used highly used by the firms in order to attract customers from different economic and demographic segments. Social media portals are using Web 2.0 base, which offers higher interaction among the potential customers. According to DeLuca (2011), social media is highly used in the Chinese regions. It has been observed that out of 1367 million Chinese populations, 642 million peoples are using internet actively and 629 million peoples are having active social media accounts. In addition, it has been observed that 506 million people are having active mobile social accounts (Das, 2014). It has been observed that Chinese people are using social media like Qzone, Tencent Weibo, Sina Weibo, Peng you and Renren. Therefore, it can be said that luxury fashion retailers will share the features of clothing products, pricing information, store information, product range and collecting feedbacks from the customers. Denk (2010) stated that customers purchasing intention varies for different factors like shopping orientation, product interest, product types, experience of the previous purchase, and trust on the particular products. Such traits are observed in luxury fashion retail brand’s purchase intension. ...Download file to see next pagesRead More
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