Negative Impact Of Social Media

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Luxury products have become a huge part in todays’ generation especially between females at the age of 16-30. The term luxury can be defined by something that means indulgence rather than a need or a want. It also means, something that is expensive with a very high value. These high end, luxury products in our generation today can symbolize many elements such as: high class, fashionable and can determine hard working people, this is because many people who buy high end, luxury products believe that it adds value to their personality and who they appear in front of others. On the other hand, purchase intention is defined as the need of a customer to buy a product or a service. In this case, purchase intention is a dependent variable that depends …show more content…

Recently, social media has been playing a very good role with the marketing of the luxury brands and it has changed the customer relationships and the purchase intention towards these luxury brands. Once again, the main purpose of this research paper is to analyze the impact social media has and if this impact is a negative impact or a positive impact in general. The usage of social networking as increased over the years in a drastic way. In terms of luxury brands and industries, social media has encouraged customers to interact with the brands over the years. The reason for this is because this type of interaction builds the brand it self by increasing the percentage of awareness, participation and even the engagement which adds to purchase intention. Social networking applications such as Facebook, Twitter and YouTube, Instagram always offer brands to interact and connect with the …show more content…

“Blogs offer the consumers a wide range of self-expression online” according to [Kozinets, 2006]. People who use blogs are called “bloggers”, brands view popular bloggers as the new generation of journalists and influencers of fashion and luxury branding. Nowadays even mainstream agencies like Creative Artists Agency represent powerful bloggers (Kurutz, 2011). However, compared to fashion-focused magazines and shows on television, there are millions of fashion blogs worldwide that are updated almost everyday with new fashion trends. The blog’s effectiveness is due to its strong individual, personal, popular, and elitist point of view. Its engaging experience offers readers the opportunity to voice opinions and challenge fashion critics. Worldwide blogs is a good example that shows that social media marketing and luxury brands can have a very big impact on customer relationships and purchase intention. This is because blogs and other social media sites have an influence on the viewers and followers which can cause them to purchase whatever they see online just because someone well known is wearing it, in other words they are “copying” what they see online. However, is this impact positive or

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