Social media marketing strategies of luxury brands in the context of COVID-19 and their impact on consumer behavior

Abstract

During Covid-19, many luxury brands have treated the social media marketing campaign as their most crucial promotion approach, and these campaigns indeed have some impacts on Chinese customer behaviors. After perceiving this marketing campaign, most customers have increased their purchases of luxury goods. Simultaneously, some clients decrease their purchasing frequency because of the shortcomings of these social media marketing strategies. This article collects specific data via survey and interview to determine the particular social media marketing campaigns of these brands during the COVID-19, the changes in consumer purchase intention before and after the epidemic, and the perceived success and failure cases of marketing approaches of these luxury brands in the minds of customers. After reviewing these data results, this report discovered certain shortcomings of the luxury brands’ social media campaigns in terms of consumer interaction and the content and scope of the present advertisement. Finally, the article provides the luxury brands with a more thorough and tailored solution to these two difficulties, which has the potential to reverse customers’ negative attitudes against the brand and foster a deeper relationship between customers and brands.