This report presents a study evaluating the effects of digital marketing, specifically social media, on luxury consumer trends in Mumbai, India. The research investigates how luxury brands leverage social media to influence customer buying behavior and purchase decisions. The study explores the background of the research, its scope, and rationale, emphasizing the increasing use of social media marketing by luxury brands. It outlines the research aim, objectives, and questions, along with the research methodology, including the research philosophy, approach, design, sampling method, and data collection and analysis methods. Findings include descriptive and inferential analyses, such as correlation, chi-square tests (examining gender and age), and regression. The report discusses the findings, links them to the research objectives, and offers recommendations for luxury brands. The study concludes with potential areas for future research, contributing valuable insights into digital marketing's role in the luxury market.
![[object Object]](/_next/static/media/star-bottom.7253800d.svg)
