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Article
Do Social Media Enhance Consumer's Perception and Purchase Intentions of Luxury Fashion Brands?
in Vikalpa: The Journal for Decision Makers, 36 (1)
ISSN : 0256-0909
The article focuses on the study regarding the use of social media to enhance the perception and intention of consumers to purchase luxury fashion brands. It states that 354 young adults served as respondents while online questionnaires were used to collect responses. The study covers several luxury fashion brands that invest in social media including Chanel SA, Prada SpA, and Emilio Pucci Srl. Results show that social media has no impact on consumers' purchase intention and
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perception.
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