NAVIGATING LUXURY BRAND MARKETING IN THE DIGITAL AGE: BALANCING PREMIUM STATUS AND USER-GENERATED CONTENT

Abstract

The landscape of luxury brand marketing has undergone significant transformation with the advent of the digital era. This evolution has prompted a shift from traditional strategies that emphasized product features to a new paradigm centered around self-indulgence, personal creativity, and meaningful experiences. As luxury consumers increasingly demand digital engagement, luxury brand marketing managers must comprehend these changing consumer needs and effectively leverage digital channels. This study examines the challenges faced by luxury brand marketing managers in crafting enduring social media strategies. It explores the dynamic interplay between luxury brands, social media, and consumer behavior, elucidating the role of platforms such as Facebook in facilitating engagement. The study underscores the necessity for luxury brands to offer immersive digital experiences that provide not only functional information but also joy, pleasure, and entertainment during the purchase journey. As digital marketing influences a substantial portion of luxury sales, cultivating long-term relationships through social media becomes paramount. The luxury sector's journey into social media involves refining strategies for fostering consumer communities, gathering feedback, and integrating user-generated content. By delving into these facets, this research contributes to the understanding of how luxury brands can navigate the digital landscape to forge lasting connections with their discerning consumers