SOCIAL MEDIA AND LUXURY BRAND: WHAT LUXURY WATCH BRANDS NEED TO KNOW WHEN ON INSTAGRAM

• Main Author: Adhityo Pramono (19015131), Armansyah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25806
• Institution: Institut Teknologi Bandung

Luxury watch brands are facing major changes and significant impacts brought by social <br /> <br /> media in doing their marketing activity to deliver their brand to the market. The relationship <br /> <br /> between social media and luxury watch brands was started with hesitations due to the <br /> <br /> different main characteristics of luxury and social media. Nevertheless, the huge <br /> <br /> opportunities brought by social media are not something to be ignored. It enables luxury <br /> <br /> watch brands to reach their customers without distance and time concerns anymore with a <br /> <br /> lower cost. This research intends to find out how luxury watch brands should use social <br /> <br /> media especially Instagram as a marketing tool and its effect on customer relationship and <br /> <br /> purchase intention. Researcher explores luxury brands’social media attributes <br /> <br /> (entertainment, customization, interaction, word of mouth, and trend) and values <br /> <br /> (functional, hedonic, symbolic, financial, and relational) adopted from related journals. <br /> <br /> This research will use PLS-SEM analysis to evaluate the relationship between luxury <br /> <br /> brands’social media attributes, customer relationship and purchase intention. In addition, <br /> <br /> content analysis towards Instagram’s practice towards five luxury watch brands to gain <br /> <br /> insights for suggesting strategy. The result indicates that there is a positive relationship <br /> <br /> between social media marketing, customer relationship, and purchase intention. Also, <br /> <br /> symbolic and hedonic value appear to be the most engaging contents while relational shows <br /> <br /> potential though it has not been implemented frequently by all luxury watch brands <br /> <br /> Instagram. The finding of this research is expected to enhance the luxury brands’ <br /> <br /> knowledge about social media marketing, especially Instagram, and maximize the usage of <br /> <br /> it.