To read this content please select one of the options below:

Luxury marketing in social media: the role of social distance in a craftsmanship video

Jung Eun Lee (Apparel, Housing, and Resource Management, Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)
Song-Yi Youn (Textile and Apparel Management, University of Missouri, Columbia, Missouri, USA)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 9 July 2020

Issue publication date: 23 February 2021

2910

Abstract

Purpose

The purpose of this study is to examine the effect of craftsmanship content and social distance embedded in the craftsmanship content on luxury brand experiences, perceived luxury and brand purchase intentions using a social media video.

Design/methodology/approach

The authors conducted a single factor (close social distance vs great social distance vs control group) using a between-subjects experimental design. The social distance was manipulated by the presence (i.e. a close social distance) or absence (i.e. a great social distance) of a consumer scene in a craftsmanship video shown on social media. The control group watched a video with non-craftsmanship content. Then, brand experience, perceived luxury and purchase intentions were measured.

Findings

The results showed that the control group perceived less luxury and had lower brand experiences and purchase intentions than the group that watched the video without a consumer scene. In addition, participants who watched the craftsmanship video that included a consumer scene (i.e. a close social distance) had stronger brand experiences than those who watched the video without the scene (i.e. a great social distance). The brand experience increased perceived luxury and purchase intentions.

Originality/value

By manipulating social distance and providing better brand experiences in social media, experiential marketing allows luxury brands to reconcile two apparently incompatible goals: maintaining an exclusive image while increasing purchase intentions.

Keywords

Citation

Lee, J.E. and Youn, S.-Y. (2021), "Luxury marketing in social media: the role of social distance in a craftsmanship video", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 3, pp. 826-845. https://doi.org/10.1108/APJML-09-2019-0551

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles