Even while the Covid-19 epidemic has affected the marketing of goods and services, this has not deterred people from purchasing luxury brands. Brand owners that wish to reach a large number of customers via social media marketing, including engaging and transacting on virtual platforms, have also discovered this.
Social media marketing will assist customers in selecting things without their needing to physically visit the business. It must be acknowledged that purchasing things, particularly luxury items, demands accuracy . Hence, brand owning corporations require their own marketing strategies. For instance, product photographs must be realistic so that they resemble actual items. Product specifics must be expanded upon and, most significantly, brand involvement must be increased. If customer participation in the brand is correctly achieved, then consumer reaction will be good and luxury brand sales will grow.
This research is to assess marketing efforts on social media and luxury brand participation in relation to customer reactions when engaging and transacting on virtual platforms. The study will be done using a quantitative methodology using SEM-PLS for data analysis. Collecting data by non-probability sampling and sampling via purposive sampling, as well as defining the sample based on the total multiplication of data collecting instruments via online surveys. It is anticipated that the empirical contribution of this study will contribute to the advancement of science, particularly on the issue of consumer responses to marketing activities on social media.
Keywords: Marketing activities on social media, Luxury brands, Consumer Brand Engagement, Consumer Response
