Localized social media marketing of luxury fashion brands in China: impact on consumer perceptions

Objectives The first objective of this study was to examine the main motivations behind luxury consumption among Chinese consumers and whether these values have been addressed on social media marketing. The second objective was to explore their attitudes towards localized social media marketing of luxury brands. The final objective was to investigate how might localization on social media affect the purchase intention of Chinese luxury consumers. Summary The study finds that there are mainly five values driving Chinese consumers to purchase luxury: aestheticism and authenticity, long-term investment, snob and bandwagon effect, cost-effectiveness and self-realization. Yet, not all values are reflected and supported by current social media marketing of luxury brands. The study also shows that consumers in China are generally indifferent to localized marketing messages, which explains the little impact localization on social media has in terms of increasing purchase intention. However, it is suggested that appropriate localization could indeed increase brand awareness and visibility and could improve consumer’s perception about the luxury brands. Conclusions Although there is insufficient evidence supporting the positive impact localization might have on increasing purchase intention, luxury brands should update their understanding of the Chinese market, develop a sophisticated social media strategy and implement certain localization in order to reach wider audience. Meanwhile, luxury brands should avoid excessive social media presence and superficial localization attempts