The Research On The Relationship Between Social Media Marketing Efforts And Symbolic Value Of Luxury

Nowadays,social media has been an important part of individuals’ life.People keep receiving diversified information through different social media from time to time.Due to the convenience and interactivity,social media is the first choice which has become the tool to launch the marketing activities.Under this circumstances,“Consumer engagement” is an important topic.When the consumers take part in the marketing activities or engage in the social media,the value can be co-created by the consumers and companies.In the field of luxury,the Internet has diluted the exclusivity of luxury goods.However,there are still many luxury brands entering the Internet.For luxury,the perceived value is very important.One of the motivation of luxury consumption is about the social status.Therefore,the symbolic value of luxury products deserve our attention.This study starts from the perspective of consumer engagement and explores the relationship between the social media marketing efforts and the symbolic value of luxury.At the same time,Luxury is somewhat about culture.this study also explored the impact of self-construal on consumer engagement.This paper adopts a questionnaire survey method to conduct research.A total of 383 valid questionnaires were collected.Using SPSS and AMOS for data analysis,the main conclusions are as follows: First of all,the consumers’ entertainment,interaction,trendy information and customized information which result from social media marketing can positively influence consumer engagement;Secondly,consumer engagement can mediate the relationship between social media marketing efforts and impression dimension of luxury’s symbolic value.What’s more,for independent individuals,they are more willing to engage in the the social media activities but fie interdependent individuals,the willingness will weaken.In conclusion,Enterprises should pay more attention to the social mediamarketing and motivate consumers engage in these activities.When engaging in the social media,the perceived symbolic value of luxury products can be enhanced.The extent to which a company’s social media marketing influences consumer engagement depends on the type of consumer,that is whether the consumer focuses on its relevance to the surrounding environment.