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Social Media Marketing Activities Impact on Trust and Costumer Loyalty: How social media marketing activities impact luxury brands costumers trust and loyalty?
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Resumo(s)
The present study seeks to advance the understanding of consumer-brand relationships
within the luxury retail sector by examining how social media marketing activities can
influence customer trust and loyalty. Focusing on renowned retail brands like Gucci, Versace,
and Louis Vuitton, this study investigates how social media activities fosters trust and
customer loyalty. An online survey of 189 valid responses was conducted and analyzed using
SPSS to explore these relationships. Findings reveal that social media marketing activities
significantly build consumer trust, which in turn cultivates loyalty, underscoring the critical
role of personalization and engagement in effective social media strategies. These results
suggest that luxury brands can achieve long-term customer loyalty by centering their social
media efforts on trust-building activities. While this research offers valuable insights into
luxury consumer behavior, it acknowledges limitations, such as its cross-sectional design and
reliance on self-reported data and encourages future research to adopt longitudinal
approaches and incorporate behavioral metrics for a more nuanced understanding of how
social media marketing activities shape trust and loyalty across diverse contexts.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Social media marketing Luxury Brands Trust Customer Loyalty Personalized Marketing SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals