The presence of luxury brands on social media

: Michael Kors

Abstract

Social Media is available to everyone and each one that creates an account can have access to it yet on the other hand, luxury brands are exclusive and only reachable to a certain target. So we can see a paradox. The purpose of this study is to investigate the effects of the presence of a luxury brand on Social Media on their brand awareness, their brand image and the purchase intention of consumers. Afterwards, if it is beneficial for these companies, explore how can luxury brands take advantage of Social Media: which kind of content should they use on social networks, if they should use bloggers as influencers and finally if they should embrace ecommerce. To conduct this research, a brand was selected: Michael Kors. Additionally, an online survey was made amongst 148 females, from 18-50 years old that were familiar with the fashion luxury industry and Social Media. This thesis presents the results of this questionnaire that were statistically analyzed. These results suggested that it is beneficial for this type of companies to take advantage of Social Media as it increases their brand awareness and brand image. Moreover, we concluded that the use of informative content on their posts, the use of bloggers as influencers and the use of e-commerce bring also benefits for this companies and therefore we suggested that they apply it.

Date of Award	2 Aug 2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Andreas Kaplan (Supervisor)