Building a luxury brand on Instagram: The case of Delvaux
Tack, Ineke
Building a luxury brand on Instagram: The case of Delvaux - 2020.
81
This case study examines Delvaux’s Instagram marketing activities using Kim and Ko’s (2012) conceptual framework of the five dimensions of social media marketing activities, namely entertainment, interaction, trendiness, customization, and word of mouth. More specifically, based on a survey among 195 luxury consumers, a structural equation model is developed to explore how each of these dimensions affect customer brand equity and purchase intentions. The study demonstrates that trendiness, entertainment, and word of mouth have a positive impact on customer brand equity. Moreover, entertainment and word of mouth reinforce purchase intention, while trendiness had a significant negative effect on purchase intention. Furthermore, it was found that the effect of consumer’s overall impression of Delvaux’s Instagram marketing activities on purchase intention is partly mediated by customer brand equity. These findings suggest that luxury brands’ marketing efforts on Instagram could have significant positive effects on customer brand equity and, consequently, purchase intention, and thus provide further evidence that social media marketing can be an important and cost-effective marketing tool for luxury brands in the digital age. JEL codes: M30, M31
Building a luxury brand on Instagram: The case of Delvaux - 2020.
81
This case study examines Delvaux’s Instagram marketing activities using Kim and Ko’s (2012) conceptual framework of the five dimensions of social media marketing activities, namely entertainment, interaction, trendiness, customization, and word of mouth. More specifically, based on a survey among 195 luxury consumers, a structural equation model is developed to explore how each of these dimensions affect customer brand equity and purchase intentions. The study demonstrates that trendiness, entertainment, and word of mouth have a positive impact on customer brand equity. Moreover, entertainment and word of mouth reinforce purchase intention, while trendiness had a significant negative effect on purchase intention. Furthermore, it was found that the effect of consumer’s overall impression of Delvaux’s Instagram marketing activities on purchase intention is partly mediated by customer brand equity. These findings suggest that luxury brands’ marketing efforts on Instagram could have significant positive effects on customer brand equity and, consequently, purchase intention, and thus provide further evidence that social media marketing can be an important and cost-effective marketing tool for luxury brands in the digital age. JEL codes: M30, M31
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