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  1. 1. Luxury fashion brands on social media : a study of young

    Master-uppsats, Högskolan i Borås/Institutionen Textilhögskolan

    Författare :YANZI LI; SARAH MOUSSEAUX; [2013]
    Nyckelord :social media; young consumer behavior; luxury brand; Facebook; Louis Vuitton; social networking sites;

    Sammanfattning : The implementation of this research increases the awareness of the value for luxury fashion brands in utilizing social media as a communication channel to reach young consumers globally. It provides a general understanding of young consumers’ perception of luxury fashion brands on social media in regards to geographic cultural background, attitude towards new luxury, and preferred way of contacts. LÄS MER