The Influence Of Social Media Use On Luxury Consumption

Social media use continues to increase at an unprecedented pace.At the same time,there is a growing trend involving many individuals preferring to consumer luxury products.Although initially,social media was meant to enhance interactions among communities,its role has evolved to include its applicability to business.In this regard,the networking platforms have become hubs for influencing people to behave in a certain way.The development has partly contributed to an emerging relationship between social media use and luxury consumption.The nexus is facilitated by the belief that sharing of experiences across the media translates to promoting similar behavior such as the buying of premium products.Against such background,the study was carried out with the aim of exploring the interplay between social media use and the consumption of luxury products.The study mainly builds on the Social Interactions Theory and adopts a cross-sectional design.Through purposive sampling,data is collected from 150 respondents from various backgrounds such as North America,Africa,Asia and Europe.The data is analyzed using bot descriptive and inferential statistics leading to the generation of important findings.Most importantly,the research establishes the existence of a moderate positive between social media and consumption of luxury products.Consequently,businesses need to adopt social media strategies that influence users in a positive manner.Future studies should consider the use of probabilistic sampling techniques to enhance the generalizability of results.