Analyzing the Impact of Social Media on Luxury Brand Awareness

This project explores the dynamic relationship between luxury brands and social media platforms like Facebook and Twitter in shaping online brand awareness. The study investigates how these brands utilize digital channels to connect with consumers, build brand identity, and influence purchasing decisions. It delves into the concept of luxury brands, their unique characteristics, and the role of social media in enhancing brand recognition and customer engagement. The research methodology involves a combination of primary and secondary data collection, including surveys and literature reviews, to analyze the effectiveness of online brand awareness strategies. The findings highlight the importance of social media in shaping consumer perception, influencing purchasing behavior, and creating brand loyalty within the luxury market. The project also offers recommendations for luxury brands to optimize their social media presence and enhance their brand awareness efforts. The study uses quantitative methods to analyze the impact of digital technology on brand awareness, including thematic analysis of consumer feedback. The project includes an introduction, literature review, research methodology, data analysis, and conclusion with recommendations.

How are Luxury Brands and Social
Media Framing BrandAwareness
Online?

ABSTRACT
In modern concept the meaning and importance of goods and products are evaluating
with changes and modification of perception of people, community, customers and companies as
well. Meaning of brand is identity or consumer oriented so it is regarded to as image of product
within mind of consumer and on the target group. Brands are mainly designed by company
which will identify products and service which is their core or main products term to as luxury
brands. Branded products are having more loyal customers who are there with company for
longer duration of time and also good for word of mouth strategies. So it is required that these
branded products are having their online presence which will be helpful in framing awareness. It
is also important that all customers are having knowledge regarding their brands that what are
the latest trends and offers which company is giving. This is only possible at time when company
is very much interactive through its social media channels. Further conclusion is made that if
company would remove its signage or brand logo then it is not possible that customers are
regularly using these products and service. As customers are having perception that without the
brand logo the product would not be meaning anything so it is required to have logo. The
customers are also using and participating in social networking initiatives like that of
commenting on Facebook post and then giving feedbacks on Twitter which is better that their
offline initiatives. It was also indicated with the above data analysis that advertisement which are
shown through which media impacting customers most rather than any other promotional tactics.
The use of thematic analysis is required to be used for analysing and finding out results
which are valid and correct as well. For this analysis 200 customers of highly rated brands like
that of Tommy Hilfiger, Gucci, Allen Solly, Nike and Ralph Lauren are been chosen using
simple random technique. All these customers are regular and loyal customers to whom
questionnaire is been sent through e-mailing and then their answers are been collected during the
period of 2 weeks. This current research which is concentrating upon role of luxury brands
(clothing and textiles like that of Tommy Hilfiger, Gucci, Allen Solly, Nike and Ralph Lauren)
and social media (Facebook and Twitter) is there in framing up of brand awareness on online
bases. Both primary and secondary type of data collection methods will be used which is
describing role of luxury brands and social media on creating brand awareness. It is analysed that
quantitative method is one of the best method which helps to make effective research over the
topic which is to analyse the impact of digital technology. There are some more barriers such as
the firm does not allow taking participation of employees more than it is necessary to conduct
fine research. Within this dissertation which is involving the effect of social media and luxury
brands in creating online awareness of brands where researcher is preparing questionnaire to
analysis the impact. Within this research which will be leading to answer simple question of
what is the impact of social media platform like that of Facebook and Instagram is having on
spreading brand awareness among customers.

ACKNOWLEDGEMENT
I am thankful to all those friends and relatives who gave me guidance and support in
completing my dissertation on corporate governance they always encouraged for completing
dissertation in the best possible way. In addition to this, I also appreciate my mentor for giving
me guidance in preparing dissertation. From his support and experienced I was in the position to
complete dissertation in a right manner. Finally, I want to extend my sincere thanks to everyone
who have directly or indirectly supported me in completion of my dissertation.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Title........................................................................................................................................1
1.2 Background of study..............................................................................................................1
1.3 Aim and Objective.................................................................................................................2
1.3.1 Aim.................................................................................................................................2
1.3.2 Objective.........................................................................................................................2
1.4 Rationale of study..................................................................................................................2
1.5 Research questions.................................................................................................................3
1.6 Significance of study.............................................................................................................3
1.7 Structure of dissertation.........................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Concept of luxury brand, social media platform and brand awareness.................................6
2.2.1 Luxury brand..................................................................................................................6
2.2.2. Social media platform....................................................................................................7
2.2.3 Brand awareness.............................................................................................................8
2.3 Effectiveness of online brand awareness created by luxury brand social media platform....9
2.4 Social media is changing perception of brand awareness within people.............................11
2.5 Brand perception of customer..............................................................................................14
2.6 Conclusion...........................................................................................................................16
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................18
3.1 Introduction..........................................................................................................................18
3.2 Research philosophy............................................................................................................19
3.3 Research approach...............................................................................................................20
3.4 Research design...................................................................................................................20
3.5 Research strategy.................................................................................................................21
3.6 Data Collection....................................................................................................................22
3.7 Sampling..............................................................................................................................23
3.8 Data Analysis.......................................................................................................................23
3.9 Reliability and validity........................................................................................................24

3.10 Ethical consideration.........................................................................................................24
3.11 Research limitation............................................................................................................25
CHAPTER 4: DATA ANALYSIS................................................................................................26
4.1 Introduction..........................................................................................................................26
4.2 Results and Findings............................................................................................................26
4.3 Conclusion...........................................................................................................................46
CHAPTER 5: CONCLUSION and RECOMMEDATION...........................................................47
5.1 Conclusion...........................................................................................................................47
5.2 Recommendation.................................................................................................................48
REFERNCES.................................................................................................................................49
APPENDIX....................................................................................................................................55

TABLE OF FIGURES
Figure 1: Most commonly used media channels...........................................................................14
Figure 2: Research methodology...................................................................................................18
Figure 3: Use of any social networking sites like Facebook, Twitter, and Instagram etc.............27
Figure 4: Media advertisements impacting the most.....................................................................28
Figure 5: Media advertisements impacting the most.....................................................................29
Figure 6: Media advertisements impacting the most.....................................................................29
Figure 7: Following social networking initiatives of brands like Tommy Hilfiger, Gucci, Allen
Solly, Nike and Ralph Lauren.......................................................................................................30
Figure 8: Purchase of any item of branded clothing in past 12 months........................................31
Figure 9: Feeling of sense of loyalty to fashion brands like that of Tommy Hilfiger, Gucci, Allen
Solly, Nike and Ralph Lauren.......................................................................................................32
Figure 10: Recommendation of fashion brand to friends and family............................................33
Figure 11: Recommendation for brands........................................................................................35
Figure 12: Making favourite brand more popular by actively participating in social networking
initiatives and that their offline initiatives.....................................................................................36
Figure 13: Types of brand like to follow on social networking sites............................................37
Figure 14: Favourite clothing brand was removed its signage from products will not continue to
purchase from them.......................................................................................................................38
Figure 15: Social interactive ads more than non-interactive one..................................................39
Figure 16: Increase in personalisation and influences on brands products is of interest...............41
Figure 17: Not having any professional experience of running marketing campaign through
different channels including social media marketing....................................................................42
Figure 18: Will not purchase favourite is they reduce its exclusivity and become more affordable.
.......................................................................................................................................................43
Figure 19: Fast fashion and high street brands is been purchased frequently by customers........44
Figure 20: Social media information impacting decision of purchasing product..........................45

CHAPTER 1: INTRODUCTION
1.1 Title
How are luxury brands and social media framing brand awareness online?
1.2 Background of study
In modern concept the meaning and importance of goods and products are evaluating
with changes and modification of perception of people, community, customers and companies as
well. Meaning of brand is identity or consumer oriented so it is regarded to as image of product
within mind of consumer and on the target group. Brands are mainly designed by company
which will identify products and service which is their core or main products term to as luxury
brands (Wong and Dhanesh, 2017). Moreover, luxury brands are the image of particular product,
service or company into minds and eyes of customers that is directly or indirectly linked to their
quality, price, rarity, uniqueness and distinction with others in same competitive markets. Within
the context of economies a luxury brand is that one which is having demand to be income elastic
meaning that that class of people who are having higher level of income will be buying luxury
products (Dwivedi, Kapoor and Chen, 2015). More, wealthier the consumer is higher will be his
marginal propensity to buy or consume and is also not constant according to changes in different
level of income. This is in contrast to necessity good whose demand will not be increasing to that
extent with the rise in price.
Social media is having greater impact on the luxury brands and their promotion or
marketing with forming brand awareness among people and consumers. Internet is helping
companies to mark their presence on mind of individuals and accessing them to buy good quality
or products at reasonable price and at their door steps as well (Pentina, Guilloux and Micu,
2018). Customers are having opportunities to gain more knowledge about products and brands so
that they could distinguish between what they must be purchasing and what they could avoid. So
social media is in some way or the other enabling customers in taking decision regarding their
purchase so it could be called to as drivers of decision especially for luxury brand. By
considering the online image of products, their quality and USP customer could take instant
decision as which is luxury brand and which one is not. It is commonly included that the high
income level customer who is mainly the consumer of luxury products is also having more
engaged on digital platform and they are influenced by digital marketing.
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Within this current dissertation which is concerning about effectiveness of online brand
awareness created by luxury brand and social media platform will be included like that of
Facebook and Instagram. It is essential to understand at first the meaning and importance of
luxury products, social media and brand awareness through online sources. Brand awareness is
that extent to which a consumer is known or familiar with price, quality and image of one
particular brand. There are number of ways in which companies could spread this awareness of
their products and services within market among customers like that of social media marketing,
promotional activities and other strategic development programs. This brand awareness will be
done only after considering various factors like that of brand management, behaviour of
consumer and advertising as well (Hassan, Nadzim and Shiratuddin, 2015). So social media
marketing and luxury brand is playing very important role in spreading brand awareness by using
platform of Facebook and Instagram.
1.3 Aim and Objective
1.3.1 Aim
To analysis the effectiveness of online brand awareness created by luxury brand and
social media platform.
1.3.2 Objective
 To analysis the concept of online brand awareness
 To evaluate the perception of online brand awareness on social media platforms
 To investigate effectiveness of online brand awareness created by luxury brand and social
media platform
 To recommend more ways to create brand awareness by luxury brands and social media
platform.
1.4 Rationale of study
This current study which is revolving around effectiveness of luxury brand and social
media in framing online brand awareness so that people are knowing more about brands so it
becomes important to prepare dissertation (ROVAI and Guercini, 2018). This topic is very much
essential to study at present time as there is increase in use of social media marketing, income is
increasing of people making them all afford luxury products and increasing brand awareness. It
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is important to study this topic in the present scenario as social media marketing the most
increasing trend within the market and is also vital that customers are having knowledge of
products and brand so that it could be helping them in their buying decisions.
What- the aim of this research is to take out effectiveness of luxury brand and social media in
framing brand awareness on online methods. There will be various methods, tools and
techniques that are to be use within this dissertation so that results could be find out and then
conclusion or recommendation is validated.
Why- this is done due to importance of brand awareness, social media marketing and luxury
brands as well so it will be including the correct meaning, importance and link or connection
among all these concepts. It is essential as all of them are vital to understand the meaning of all
these with the effectiveness as well.
How- there are various methods, tools and techniques which are been used within this
dissertation like that of use of both secondary and primary sources of data collection and using
thematic data analysis techniques. There will be a set process of conducting whole research
including from gathering of data, their mining, interpreting, concluding and then recommending
about the future research. Thus it is done in process which is helping to incorporate the changes
in future with considering aims and objective of dissertation.
1.5 Research questions
1. What is the concept of brand awareness, luxury brand and social media platform?
2. How the presences of luxury brand are online on social media platform like that of
Instagram changing perception of brand awareness for people who are engaging?
3. What kind of digital language do these luxury brands foster on their social media
platform like Facebook and Instagram?
1.6 Significance of study
The research is very much important in the current scenario which is investigating
effectiveness of social media marketing and luxury brand on online brand awareness which will
be impacting purchasing power of customers. Consumers are very much involved and attracted
towards those products or brands which are having good social presences and which is giving
them maximum utilisation as well. It becomes vital that researchers are making their efforts in
taking out how and what impact Facebook and Instagram is laying on mind of people and how
much aware are they regarding brands like that of Amazon, Apple, Ford or others. So this
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research will be significant for those who are been involved into presentation of research like
those of scholars, researchers, PhD students and for companies who are themselves a bigger and
better brands in market. For the students of PhD they could be getting various points and
research topics like that of brand awareness, luxury brands and social media platform like that of
Facebook and Instagram as well. For the researchers who are doing study in this field will be
getting more amount of knowledge about the topic of brand awareness, luxury brand and social
media marketing.
1.7 Structure of dissertation
Chapter 1: Introduction-
Within this section dissertation which is covering parts like that of title, aims, objective,
rationale, significance, research questions, and background is the opening or introduction part.
This will be including overview of whole dissertation that will be defining the research what it is
all about and thus helping in concluding the dissertation. This is the basic fundamental of
research forming the basic part based on which research is done so that it becomes easy for
researcher to find out results and conclusions thereafter.
Chapter 2: Literature review-
This is that section which is including books, journals and articles that are written by
various writers and authors that is mentioning concept that is related to dissertation. There are
many books that are been written on this current topic which are defining the topic of the
effectiveness of online brand awareness created by luxury brand and social media platform.
Chapter 3: Research methodology–
Under this chapter all relevant methodologies about the tools, techniques and methods
will be included which is defining that how and why research will be conducted and also
mentioning that why the other is not been involved. The techniques including like that of
research methods, data collection, design and philosophy will be undertaken.
Chapter 4: Data investigation and findings-
It is another important part which is including investigating and interpreting data that is
been collected so that further conclusion could be made. Data analysis will also be including
what was said by number of participants who are giving their views on brand awareness, social
media platform and luxury brand as well.
Chapter 5: Conclusion and recommendations-
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It is the last section of dissertation which is called to as conclusion and recommendation
referred to as closing part outlining the theme and what all points are been considered within
important information as well.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is regarded to as paper which is including all thoughts and finding of
research in theoretical and methodological manner on a specified topic which is also having
number of finding from sources. This part is mainly based on secondary sources of data
collection like that of journals, scholarly articles and books but it will not be including any new
experience or original work (Cawsey and Rowley, 2016). There are many types of literature
reviews which could be used within dissertation like that of systematic review, instrumental,
exploratory and evaluative one. In this current section mainly systematic review will be used so
that valid conclusion could be made and recommendations are derived. So there will be many
scholarly articles which are been included within this which is explaining topic like that of
luxury brand, social media platform and brand awareness as well.
2.2 Concept of luxury brand, social media platform and brand awareness.
2.2.1 Luxury brand
The word luxury is known to as anything which is giving pleasure and luxe to people by
indulgence within use of that product or service and it is having both quality and high price.
Within the words of Martín-Consuegra, Gómez and Molina, (2018) luxury products or service
are those which are more than just necessity for then having sense of uniqueness, quality and
high price of that brand and which are also known to many people or consumers. They are more
than just being higher in price but rather they are superior then the others in market having more
good quality and ability to satisfy luxurious need of customer. Like one person who is owing
simple family cars and the other one owing luxurious sports care of Ferrari would be surely
having differentiated feeling and buying behaviour as well. They will be having one of the most
basic difference that of level of income and class in their society which is making the buy that
particular brand of car. There is no doubt that both of them are having brand of car but one is
having simple car and the other is having luxury brand. As per the view of Das, (2019) it was
said that this luxury products are not new concept rather it is having it’s historically presence as
well. In the past there is evidence that rich and high class people of that time were having and
owing luxurious products which was used for showcase purpose (Branding in Social Media and
the Impact of Social Media on Brand Image, 2018). Then after the French Revolution mind set of
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