Research Proposal: The Impact of Social Media Influencers on Luxury Fashion Consumer Behavior

Cover Page & Title

The Power of Likes: How Social Media Influencers Shape Luxury Fashion Consumer Behavior

Introduction (10%)

The luxury fashion industry has traditionally relied on exclusive brand experiences and celebrity endorsements to cultivate brand image and drive sales. However, the rise of social media has introduced a new player: the social media influencer. These social media personalities leverage their large followings and carefully curated online personas to influence consumer behavior. This research project investigates the impact of social media influencers on luxury fashion consumer behavior. Understanding these dynamics is crucial for luxury brands to develop effective influencer marketing strategies in the ever-evolving digital landscape.

Research Questions & Objectives (15%)

• Research Question 1: What are the key factors that contribute to a social media influencer’s effectiveness in influencing luxury fashion consumer behavior (e.g., follower demographics, content type, brand alignment)?
• Research Question 2: How do social media influencers impact the decision-making process of luxury fashion consumers (e.g., brand awareness, purchase consideration, brand trust)?

Objectives:

• To identify the characteristics of social media influencers that resonate with luxury fashion consumers.
• To explore the various ways social media influencers influence consumer decision-making journeys within the luxury fashion market.
• To analyze the effectiveness of different influencer marketing strategies employed by luxury fashion brands.

Literature Review (50%)

This research will build upon existing knowledge in several areas:

• Luxury Brand Marketing: Studies on traditional luxury brand marketing strategies and how they have adapted to the digital age. (Ex: Heding, T., et al. (2012). Rethinking luxury brand marketing: Navigating the digital age. Journal of Business Research, 65(1), 139-146).
• Social Media Influencer Marketing: Research on the rise of social media influencers and their impact on consumer behavior across various industries. (Ex: Zhang, D., et al. (2018). The role of social media influencers in driving brand advocacy and consumer purchase intentions: A review and future research agenda. Journal of Business Research, 113, 1-10).
• Consumer Behavior in the Luxury Fashion Market: Studies on the motivations, decision-making processes, and factors influencing luxury fashion purchases. (Ex: Liu, Y., et al. (2019). Understanding luxury fashion consumption: A review and future research agenda. Journal of Fashion Marketing and Management, 23(4), 447-467).

This review will critically analyze these areas, identifying any gaps in knowledge specifically related to the influence of social media influencers on luxury fashion consumer behavior. This research aims to fill this gap by providing insights into the unique dynamics at play within this segment of the market.

Method for Literature Review (20%)

• Keyword Combinations: The initial search will utilize combinations of keywords like “social media influencer,” “luxury fashion,” “consumer behavior,” “decision-making process,” “brand marketing,” and “purchase intention.”
• Source Selection: The search will target academic journals in marketing, fashion studies, and business communication. Industry publications and reports on influencer marketing within the luxury fashion sector will also be included.
• Selection Criteria: Articles will be selected based on their relevance to the research questions, publication date (focusing on research within the last ten years), and credibility of the source (peer-reviewed journals and reputable industry publications).
• Finalizing the List: After conducting the initial search and applying the selection criteria, a final list of 10-15 articles will be compiled for a comprehensive literature review. This list will be further refined as the research progresses and new insights emerge.

By employing a systematic and critical approach to the literature review, this research will establish a strong foundation for understanding the influence of social media influencers on luxury fashion consumer behavior.