Digital marketing is considered the preferred method comparing to traditional
marketing nowadays [1], but is it true for luxury and expensive products?
Since the perception prevails that the concepts “luxury” and “digital”
are quite incompatible [2], this paper aims to explore the effectiveness of digital
marketing advertisements of luxury retailers, while also exploring consumer’s
purchasing intent based on the viewing of such promotions. The
overall goal is to provide a model of luxury purchase behaviour through harnessing
social media. As a constructionist ontology-based researcher, I believe
in multiple versions of reality which can evolve based on my target consumer
experiences [3]. My epistemological stance is interpretivism with a
subjective approach, inductively interacting with consumers to better understand
what this “truth” means to them, incorporating textual material to
support the analytical interpretations [4]. It is hoped this paper will inform
fashion brands marketers about social media practice to achieve creation of
purchase intention and ultimately achieve target sales. The paper is useful to
both practitioners and academics in the fields of social media marketing and
purchase intention. The research provides some initial insights into consumer
perspectives of social media ads and online purchase behaviour.
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