The impact of social media advertising of luxury goods on 18-25 years old young consumer’s purchase intention in Chinese Market: Dissertation.

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The impact of social media advertising of luxury goods on 18-25 years old young consumer’s purchase intention in Chinese Market Aim of the Study The research study emphasises explicitly on gaining... a better understanding regarding the expectations and perceptions of young Chinese consumers on the luxury goods in a reference of social media. The survey of the research also aims in establishing how the presence of a specific luxury good presence on the social media is perceived by different potential consumers within the age group 18-20, attempting to prolifically investigate and analyse the social media value for luxury goods. The research also focuses on how social media advertising impacts on luxury goods and how the purchase intentions of the Chinese consumers are impacted. Research Objectives For assessing the issue mentioned above, this specific research proposal will emphasise only on luxury goods that simplified the procedure and allows in-depth analysis of the topic and enable in highlighting the significant factors. Firstly, as the consumers are fundamentally involved in a different environment where the trends are always changing, it is quite essential to re-investigate the critical motivations that drive the young consumers of China in buying the goods of different luxury brand and whether the distinctive changes have reflected in the communication of social media marketing from the perspective of the consumers. On the other hand, the options of the young consumers regarding the luxury brands social media marketing and their attitudes will be investigated. Finally how the social media affect the Chinese consumers purchase intention towards luxury products will be examined. Research Questions For the significant purpose of assessing the chosen topic, the impact of social media advertising of luxury goods on 18-25 years old young consumers' purchase intention in Chinese market the list of following questions have been taken into consideration. The below-mentioned questions were specially formulated to give direction to analyse the entire research aspects better. • How do the young consumers perceive luxury goods on social media? • How does social media advertising of luxury goods impact the purchase intention of the young consumers in the Chinese market? • Does the regular and continuous social media useable to attract the attention of the young consumers? • Does the study highlight the difference in the perception of luxury? References Annie Jin, S. A. (2012). The potential of social media for luxury brand management. Marketing Intelligence & Planning, 30(7), 687-699. Annie Jin, S. A. (2012). The potential of social media for luxury brand management. 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Chinese tobacco companies’ social media marketing strategies. Tobacco control, 24(4), pp.408-409.<<https://tobaccocontrol.bmj.com/content/24/4/408.short> [Accesed on 25/5/2018] [Show More]

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