Martinez, Luis Manuel da Silva Pereira FructuosoMalota, ErzsébetSilva, Rita Maria Freitas Araújo da2026-02-092026-02-092025-01-312024-12-16http://hdl.handle.net/10362/200142This research investigates how social media interactions, such as likes, comments, and shares, influence consumers' perceptions of exclusivity and authenticity in the luxury brand sector.The study further explores the cascading effects of these perceptions on brand trust and consumer loyalty. Employing Structural Equation Modeling (SEM) with a sample of 317 responses, the results demonstrate that social media engagement positively influences exclusivity and authenticity. As a result, exclusivity directly impacts consumer loyalty and brand trust, while authenticity emerges as a significant driver of brand trust. Ultimately, brand trust plays a pivotal role in building consumer loyalty. The findings highlight the need for a balance between exclusivity and authenticity in luxury branding strategies to strengthen trust and cultivate long-term loyalty. This research provides both theoretical contributions and managerial insights into leveraging digital interactions to improve brand-consumer relationships successfully.engConsumer behaviorLuxury brandsSocial media interactionBrand trustConsumer loyaltyExclusivityAuthenticityDigital marketingStructural equation modelingmaster thesis204128188