Author(s): Suman Si and Rakesh Mohan Joshi
Luxury has always been a sign of aristocracy with few buyers that are considered to belong to the richer section of the society and the marketing of luxury good is a very expert oriented task and needs extreme specificity. The study here would understand how the consumers of luxury products can be converted to brand evangelists using the social media marketing methods and help the brands gain a good market presence in the future. A total of 500 responses are collected from luxury product owners and are statistically analysed. The five elements of social media marketing namely Entertainment, Interaction, Trendiness, Customisation and Word-of-mouth are found to have significant impact on increasing the brand evangelism quotient among the luxury product consumers.