IMC Hawks Blog

By: Sully Shore

The COVID-19 pandemic has had a significant impact on the sports industry, causing sports organizations to adapt their marketing strategies to reach and engage with their fans in new and innovative ways. In this blog post, we’ll explore some of the key lessons that brands can learn from sports marketing during the pandemic and beyond.

https://www.corporatevision-news.com/marketing-during-pandemic-time-to-adapt-and-double-down/

First, brands should prioritize digital marketing and engagement. With in-person events and activities limited due to the pandemic, sports organizations have had to shift their focus to digital marketing and engagement to reach their fans. According to the article “Lessons Brands Can Learn from Sports Marketing In The Pandemic And Beyond” by Forbes Communications Council, “digital marketing has been critical to keeping sports organizations connected with their audiences.” Brands can learn from this lesson by investing in digital marketing strategies such as email marketing, social media, and influencer marketing to reach and engage with their customers.

Second, brands should focus on creating memorable experiences for their customers. In the absence of in-person events, sports organizations have had to find creative ways to create memorable experiences for their fans. This includes virtual events, personalized interactions, and exclusive content. As the Forbes Communications Council article notes, “These experiences have the potential to create a lasting impact on customers, building brand loyalty and advocacy.” Brands can apply this lesson by creating unique and memorable experiences for their customers, such as virtual events, customized product offerings, and personalized interactions.

Third, brands should prioritize social responsibility and community engagement. Sports organizations have a unique ability to bring people together and promote social responsibility and community engagement. During the pandemic, many sports organizations have used their platform to promote public health messages, support their communities, and raise awareness for social justice issues. As the Forbes Communications Council article notes, “Brands that prioritize social responsibility and community engagement can create meaningful connections with their customers, build brand loyalty, and drive revenue.” Brands can learn from this lesson by prioritizing social responsibility and community engagement in their marketing strategies, such as through cause-related marketing campaigns and charitable giving programs.

In conclusion, the COVID-19 pandemic has presented significant challenges for the sports industry, but it has also provided valuable lessons for brands looking to adapt their marketing strategies. By prioritizing digital marketing and engagement, creating memorable experiences, and prioritizing social responsibility and community engagement, brands can build lasting connections with their customers, drive revenue, and promote positive social impact.

References:

Dabbah, D. (2021, July 7). Council post: Lessons brands can learn from sports marketing (in the pandemic and beyond). Forbes. Retrieved April 25, 2023, from https://www.forbes.com/sites/forbescommunicationscouncil/2021/07/07/lessons-brands-can-learn-from-sports-marketing-in-the-pandemic-and-beyond/?sh=e545694c5c34

Normavh@gmail.com. (2020, July 2). Why marketing shouldn’t stop for covid-19. The Jakes Group. Retrieved April 25, 2023, from https://thejakesgroup.com/why-marketing-shouldnt-stop-for-covid-19/

Root. (2020, December 3). Marketing during the pandemic: Time to adapt and Double Down. Corporate Vision Magazine. Retrieved April 25, 2023, from https://www.corporatevision-news.com/marketing-during-pandemic-time-to-adapt-and-double-down/

By: Kari Rice

Social media has become a huge catalyst for brands and their marketing efforts in recent years. The reason that social media has been such a huge resource is because it allows you to reach so many people. Social media is a regular and daily thing for so many people to use now and it is great for brands and companies when they are wanting to reach their customers. Social media marketing is great for creating a platform to reach customers and create customer awareness for the brand. However, recent studies have indicated that brands should not only be relying on commercial-oriented aspects but should also make sure that they are equally, if not more, social-oriented and involve active interaction between users. When brands and companies are making an effort to create deeper relationships and communication between customers, they have a better outcome. 

What is the Impact of Interaction With Consumers?

Using social media for your brand or company is important for creating connections and relationships with users. “A social media marketing strategy refers to an organization’s integrated activities that turn social media communication (networks) and interactions (influences) into useful strategic means to achieve desired marketing results” (Wbowo, Chen, Wiagin, Ma, Ruangakanjanses 2021). When social media is utilized correctly, users feel more of a personal connection to the brand. When brands are actively interacting with their consumers, brands have better success. It has become necessary to have that interaction instead of just posting regular content. In order to have the results you want, you have to go the extra step to make sure you are consistently having those interactions through your social media. 

What are the Benefits of Social Media Marketing?

When you use social media as a form of marketing, there are a few benefits that other marketing strategies (printed advertising, billboards, etc.) don’t have. If you are using social media for marketing, your customers are going to be far more entertained with anything on social media rather than printed advertising or billboards, therefore will produce social network activity. Social media is used for “research” nowadays. Customers are able to customize the information they are searching by either using the default search feature through social media, hashtags, or direct custom searching services from companies (Wbowo, Chen, Wiagin, Ma, Ruangakanjanses 2021). Since social media is such a major thing in this day and age, social media is constantly changing. When it is changing, it is real-time and fast updates. This allows users to access the most recent trends and information put out there by the company. (Wbowo, Chen, Wiagin, Ma, Ruangakanjanses 2021). Social media makes it so easy to generate interactions directly between users. When you initiate those interactions with your consumers, it leads to a great resource: word-of-mouth! When you have customers that willingly share your brand and information, that becomes free marketing for your brand. 

How Does Social Media Impact Customer Experience?

Customer experience can be defined as a “multidimensional construct that reflects on cognitive, emotional, behavioral, sensory and social responses of the consumer to the enterprise’s products or services during the customer’s buying journey’ (Wbowo, Chen, Wiagin, Ma, Ruangakanjanses 2021). Traditionally, online companies get a bad reputation with online services because of the poor experience compared to buying something in person. When you’re in person, usually you have interactions that make your experience better than online where you have no interactions. However, many people still use online as a source to buy things. Making sure that you are giving your customers the same experience is extremely important because your customer’s experience is important.

Five Different Types of Customer Experience

There are five different types of experiences the customer experiences. The first experience is sense. This includes all of the primary senses (view, sound, scent, taste, and touch). Since social media marketing lacks the ability to appeal in some areas, they have to really focus on the visual and sound aspects to reach their customers. The next experience is felt. When a customer experiences experiential texts, music, and photographs, they help appeal to the customer’s inner sensations and emotions. When this happens, it creates a direct interaction between the brand and the customers, which helps initiate positive emotional feedback. Think is the next customer experience. Thinking allows the customer to come up with their own perception of the experience. When this happens, they can improve their participation in the marketing campaign (Wbowo, Chen, Wiagin, Ma, Ruangakanjanses 2021). Act is the fourth customer experience. This experience includes different choices for behaviors. That includes physical activities, patterns of life, and engagement (Wibowo, Chen, Wiagin, Ma, Ruangakanjanses 2021). A customer’s activities help create a permanent impression of the company or brand. Finally, relate is the last customer experience. When a customer is able to translate their intimate and human feelings to a brand, it helps form a relationship between the brand and the consumer. 

With social media marketing growing more and more by the day, you have to make sure that your brand is going above and beyond to stand out. The way brands are standing out is by creating relationships with the consumers. Creating relationships can really make a difference in the success of your social media marketing. It can have so many benefits if used correctly and those relationships are formed. When relationships are formed, your consumer’s customer experience is going to be higher. 

References

Munguía, J. (2020). Happy face signal. Unspach. Retrieved March 20, 2023, from https://unsplash.com/photos/1pAwJiCD60c.

VectorMine. (n.d.). Five Senses. Adobe Stock. Retrieved April 23, 2023, from https://stock.adobe.com/search?k=five+senses&asset_id=365862906.

 Transparency toward your customers is a must. (2022). Layerise. Retrieved April 23, 2023, from https://www.layerise.com/resources/blog/post/transparency-toward-your-customers-is-a-must.

Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13(1), 189. MDPI AG. Retrieved from http://dx.doi.org/10.3390/su13010189

Link to Original Article

https://www.mdpi.com/2071-1050/13/1/189

Rita Cronin

Photo by Futurice

With a simple Google search, you can find dozens of local coffee shops around Wilmington, North Carolina. Scooter’s Coffee, a midwestern company, recently franchised out to Wilmington. Scotter’s goal is to provide “quick, convenient drive-thru service” via a small kiosk. Owner, Morgan Deberry states: We loved Wilmington. It’s a very welcoming town. It’s a busy town, and it seems to be a growing town, which is really exciting” (Hamrick, 2022).

In a rapidly growing town, entrepreneurs in the industry—like Deberry—are constantly inventing novel ways to strengthen competitive power. Of the various attempts made by industry professionals to create a more compelling brand experience through fast service or unique recipes, robot baristas are the most remarkable (Hwang et al., 2021).

Benefits of Robot Baristas

Artly, a startup based in Seattle, developed an AI-powered machine that looks like an arm that can make, monitor, and serve customers coffee. Computer vision algorithms guide the robot and claim to make a “perfect cup of coffee” every time (Soper, 2022). The robot can take various orders from customers and can continually create unique, quality drinks. Robot baristas have proved to be very efficient, making multiple cups of coffee at once for customers and shortening the typical coffee shop wait times.

Additionally, the demand for contactless services has recently sharply increased due to the COVID-19 pandemic. Having less human contact and decreasing the sociality of coffee consumption may generate positive emotions between the coffee brand and consumers at present. This technology is only predicted to become more common with its evident benefits.

Photo by Japan Times

Brand satisfaction, attitude, attachment, and loyalty

Brand attitude, brand attachment, and brand loyalty are critical outcome variables of brand satisfaction for coffee shops. Once consumers formulate a positive brand attitude toward a coffee brand, they become passionate about the coffee brand and would like to use that coffee brand in the future. The fight between robot baristas and human baristas comes down to the question—Which coffee shop can provide the most positive overall experience to customers?

According to a study conducted by the International Journal of Hospitality Management in 2021, customers have an overall better brand experience with robot baristas compared to human baristas (Hwang et al., 2021). Customers are receiving high-quality service and great cups of coffee that are keeping them coming back.

Customers experience satisfaction when the coffee shops take into account the sensory, affective, behavioral, and intellectual aspects of their experience, which robot baristas are doing well. Coffee shops with robot baristas are perceived to be more intellectually engaging brands that consumers are interested in and satisfied with.

Despite the popularity of robot baristas, some customers still value the typical coffee shop experience. The ambiance, the people, and the ability to make human connections are impactful and cause positive brand experiences for some customers.

Improving the customer experience at coffee shops

Whether your coffee shop chooses to implement a robotic arm to pour your coffee or sticks to the hard-working humans to stir your cream and sugar together, coffee practitioners should be aware of the various ways the brand experience can be enhanced.

According to the findings, enhancing customers’ sensory brand experiences led to an increase in the level of brand satisfaction (Hwang et al., 2021). Appealing to all five senses of the consumer is important to make a strong impression. I am more inclined to continually return to a coffee shop if the environment is peaceful, the noise is manageable, and it smells like freshly brewed coffee. Shops with humans and robots both have the potential to provide this type of experience.

Coffee brands should create advertising phrases and promotional materials that have an effective appeal to consumers. Emotional advertising is the second most significant contributor that affects brand satisfaction (Sung and Jeon, 2020). Coffee brands that promote their establishments as places to find a sense of belonging and connect may have a greater advantage than those that don’t.

Involving the customer in the creation of their coffee has proved to have great benefits regarding brand satisfaction. For success, it is pivotal to increase the behavioral brand experience. This means making consumers feel active, energetic, and involved in their coffee shop experience. Shops with baristas making espresso right in front of you are seen as more personable than bigger brands that do it confidently behind the counter. Engaging in the coffee-making experience keeps customers engaged and returning.

Photo by Formplus

There is a lot of potential for robot baristas and human baristas to work together to curate the best brand experience. As stated by Soper (2022), human baristas could work on creating recipes, teaching the robot, and providing customer service, while the robot does the job of actually making the cup of coffee. It will be interesting to see how this technology progresses over the next few years and its long-lasting impact on consumers.

References

Hamrick, M. (2022, December 14). “Scoot in, scoot out”: New coffee shop to specialize in fast, friendly service | WilmingtonBiz. WilmingtonBiz. https://www.wilmingtonbiz.com/restaurants/2022/12/14/%E2%80%9Cscoot_in_scoot_out%E2%80%9D_new_coffee_shop_to_specialize_in_fast_friendly_service/23965

Hwang, J., Choe, J. Y., Kim, H. M., & Kim, J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99, 103050. https://doi.org/10.1016/j.ijhm.2021.103050

Soper, T. (2022, September 26). Robotic coffee barista maker led by ex-AWS engineer raises $8.3M to open more retail locations. GeekWire. https://www.geekwire.com/2022/robotic-coffee-barista-maker-led-by-ex-aws-engineer-raises-8-3m-to-open-more-retail-locations/#:~:text=No%2C%20it’s%20not%20Starbucks.,arm%20and%20monitor%20drink%20quality.

By Addison Bordeaux

Original research by Mandy Pick

Did you know that the so-called “social media influencer” has more sway in consumer buying power than celebrity endorsements?

Change in Viewing Habits

It has become increasingly challenging to use traditional advertising to reach a younger demographic. A 2018 study found that only 1% of US citizens aged 16-24 named watching terrestrial television as their preferred media activity (Pick, 2021). Instead, watching content on video streaming platforms and viewing social media content were listed (Pick, 2021). With a shift in entertainment channels that target audiences consume, advertisers must shift gears and include social media in their marketing mix. It has become more and more popular to use influencers to promote a product. One study found that 79% of marketing professionals had an influencer marketing budget for 2019 (Pick, 2021). Mandy Pick conducted a study using two influencers, one fake and one established, to discover how the perceived credibility of an influencer affects viewers’ psychological ownership, and thus, influence consumer behavior positively (Pick, 2021). More information on the study below.

Influencer vs Celebrity

Celebrity endorsements are not a new concept and have been used in marketing campaigns for decades. Pick defines celebrities as “famous and well-known persons who achieved public recognition” (Pick, 2021, p11). Marketers use celebrity endorsers to create “image improvement, positive influence on consumer attitudes towards advertisement and product and, consequently, on consumers’ consumption behavior” (Pick, 2021, p12). When viewers see celebrities that they admire in association with a product or brand, they are more likely to have a positive feeling about that product or brand. The more trustworthiness and perceived expertise society believes an endorser has, whether that be a celebrity or influencer, the more likely a viewer would have a positive attitude towards product and purchase intention (Pick, 2021). Companies choose which celebrity they want to endorse their products based on their target audiences and what celebrities their target audiences admire.

However, “studies have shown that celebrities are less credible than influencers, although both celebrities and influencers impact consumer’s purchase behavior” (Pick, 2021, p10). While influencers are usually not professionals within the fields they discuss online, they do act as role models and opinion leaders to their followers and often communicate personally with them. “Owing to these influencers’ origins, they often appear more credible than celebrity testimonials” (Pick, 2021, p10). To social media users, influencers are normal people, whereas celebrities have a more structured image that they show to the public and are known to try to sell you things. Additionally, “negative information about celebrities that could destroy their credibility might also damage the product brand evaluation” when a celebrity is attached to that brand.

You can read a list of celebrity endorsements that ended poorly here.

Perceived Influencer Credibility (IC)

Most people are aware that the primary objective of traditional print and television advertisements is to persuade the audience to make a purchase. However, viewers do not have the same preconceived notion about influencers. Social media users will seek out influencers that create content relevant to their interest and build a relationship with the influencer that they self-identify with (Pick, 2021).  “Users invest their time in becoming better acquainted with influencers by following their content” (Pick, 2021, p14). Once social media users feel an established connection with an influencer, the influencer’s perceived credibility increases for that viewer because they see the influencer as someone whose opinion they can trust. Pick states that “influencers whose perceived credibility is high evoke a stronger feeling of a personal connection to them, which, in turn increase the likelihood that consumers will regard an advertised product as belonging, which subsequently exhibits a higher purchase intention” (Pick, 2021, p15). Marketers take advantage of this by sending influencers free merchandise to show on their accounts or paying for a sponsored feature of their product. “Despite the viewer’s understanding that the influencer was paid in some way to promote a sponsored product and that the influencer legally owns the product, viewers feel psychological ownership of products due to the “consumers’ belief in their sense of connection to such influencers” (Pick, 2021, p21). 

Psychological Ownership (PO)

Psychological ownership refers to the “state in which individuals feel as though the target of ownership (material or non-material in nature) or a piece of it is “theirs”, even though there is no legal justification for this feeling or actual possession” (Pick, 2021, p13). In other words, PO is when consumers feel like a product is theirs, but they have no ownership over it. The concept of psychological ownership originates in behavior literature, but “has recently gained prominence in marketing and social media research” (Pick, 2021, p13). Pick found that the perceived PO feeling for a product advertised by an influencer positively affected consumers’ attitude towards the product being advertised (Pick, 2021). 

Pick’s Study

Over 200 people were assigned to view YouTube videos and Instagram pictures of either the fake influencer or actual influencer’s campaigns to sell a hand blender or fitness drink powder, respectively (Pick, 2021). Youtube and Instagram were named the most important platforms that influencers used for brand cooperation worldwide and thus, were the chosen platforms for the study (Pick, 2021). After viewing the influencer content, participants completed a survey about their perceived and actual connection to the influencer. The results showed that the theory of perceived credibility’s positive effect on the product was supported and there was a significant relationship between attitude towards the product and purchase intention (Pick, 2021). The results also showed that psychological ownership has significant effects on attitude towards the product and purchase intention (Pick, 2021). Additionally, the perceived credibility has a positive effect on psychological ownership (Pick, 2021). “Despite the influencer advertising a product and legally owning it, influencers seem to be able to increase the PO feeling through consumers’ belief in their sense of connection to such influencers” (Pick, 2021, p21). These results are relevant to marketers as they prove a positive correlation between influencers and purchasing power. 

References

Jurberg, A. (2022, April 7). 11 Celebrity Endorsements Gone Wrong – Better Marketing. Medium. https://bettermarketing.pub/11-celebrity-endorsements-gone-wrong-dfa3dc24ff93 

Navolykina, M. (2022). A Beginner’s Guide to Influencer Marketing [+How Affiliates Can Leverage Them]. X-Cart. https://www.x-cart.com/blog/influencer-marketing.html 

Pick, M. (2021). Psychological ownership in social media influencer marketing. European Business Review, 33(1)https://doi.org/10.1108/EBR-08-2019-0165

By Jillian Senft

Photo

As said in the scholarly article Influence of Brands signature, Brand Awareness, Brand Attitude, Brand Reputation on Hotel Industry’s Brand Performance the way a brand portrays themselves especially on social media is very important to their audience. What brand do you see on social media that you think has a credible brand reputation? 

Brand Awareness

            It is very important for a brand to be aware of the strategies that they use and how they will influence their audience.  “Brand awareness refers to the strength of a brand’s presence in consumers’ minds and is defined as the ability for a buyer to recognize or recall that a brand is a member of a certain product category” (Foroudi 2018). Most brands strive for familiarity with their consumers or the target audience they are striving to reach. The more aware a brand is creating a higher possibility that consumers will purchase a product or service. Brand awareness can be measured in various ways, including consumer surveys and social media analytics. Factors that can influence brand awareness include marketing campaigns, advertising, brand logos and visual identity, and customer experiences. Building and maintaining strong brand awareness is essential for businesses to establish themselves in their markets and to differentiate themselves from competitors.

Brand Signature  

            A brand signature, also known as a brand mark or a brand logo, is a visual symbol or design that represents a brand and is used to identify and differentiate it from other brands in the market. “The favorability of a brand signature appeals to the extent to which consumers positively regard it and there is a growing need for international marketing scholars not only to adapt to changing global market conditions but also to contribute to public discourse on branding practices” (Foroudi 2018). A brand signature can help establish brand recognition and can evoke emotions and associations in the minds of consumers. It can also communicate a brand’s values, personality, and unique selling proposition. A well-designed brand signature can be an effective tool for building brand equity and creating a memorable brand image.

Photo

Brand Reputation

            Brand reputation refers to the overall perception and image that consumers have of a particular brand. “The reputation of a brand/company is a combination of reliability, admiration, benevolence, respect, and confidence in current and plausible future actions of an organization – a combination which can easily be lost” (Foroudi 2018).  It is the result of various experiences, interactions, and associations that customers have with the brand over time. A positive reputation can lead to increased customer trust and loyalty, while a negative reputation can drive customers away and harm the brand. Marketing strategies that focus on building and maintaining a strong brand reputation often involve creating a consistent brand image and messaging across all customer touchpoints, delivering high-quality products and services, and prioritizing customer satisfaction and feedback. It is important for brands to invest in reputation management tactics and to engage with their customers to build positive relationships. 

Brand Performance 

Brand performance refers to the evaluation of how well a brand is performing in the market, based on various metrics such as sales revenue, market share, customer loyalty, brand recognition, brand image, and customer satisfaction. “Attributes towards brand reputation which depend upon reliability and benevolence impacts on brand’s performance” (Foroudi 2018).  It is a measure of how effectively a brand is meeting the expectations and needs of its target audience and achieving its marketing objectives. A strong brand can also impact employee engagement. Employees are more likely to be proud to work for a well-respected brand, which can lead to better job satisfaction and retention. Brand performance can be assessed through both quantitative and qualitative analysis. A well-performing brand can increase customer loyalty, attract new customers, and drive sales. By tracking brand performance over time, companies can identify areas of strength and weakness and develop strategies to improve their brand’s overall performance and market position.

 Photo

This article is relevant with IMC because its purpose is to send a unified message about brand awareness, brand reputation and brand signature across many marketing channels for brand usage. This is what builds an image and how brands become so successful. It is important to understand a company’s brand performance is closely tied to its reputation. A strong brand can help build a positive reputation, while a weak brand can damage it. I found this article shows this risk of delivering the wrong message which in the end can result in your audience questioning your brand’s credibility. 

Reference

Foroudi, P. (2018.). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. Science Direct, from https://www-sciencedirect-com.liblink.uncw.edu/science/article/pii/S0278431917308411?via%3Dihub#bibl0005 

Hanss. (2022, February 15). Student browsing internet using computer. working on computer at home. Vecteezy. Retrieved April 23, 2023, from https://www.vecteezy.com/vector-art/5579929-student-browsing-internet-using-computer-working-on-computer-at-home 

Liftoff. (2019, April 11). Retrieved April 23, 2023, Brand marketers and Performance Marketers Work Better together. from https://liftoff.io/blog/brand-marketers-and-performance-marketers-work-better-together/ 

Szafranski, P. (2020, March 9). The importance of Brand Awareness. KOBBA. Retrieved April 23, 2023, from https://www.kobba.ie/the-importance-of-brand-awareness 

Social media is everywhere these days. Whether college students are looking on social media to find out what their friends did over the weekend or looking to find the latest fashion trends, college students are on social media a lot. One of the things social media is known for is selling items to people. It could be everything from beauty to high fashion clothing, the images, music, and general aesthetic brands use to help to sell their products. But the problem that is happening now is young adults want to buy luxury brands but can’t afford them. So how do these luxury brands find ways to still connect with this important audience with the knowledge that right now, may not be able to afford them?

Listening

Even though most college kids can’t afford a $4,200 Prada handbag, the opportunity for Prada to listen to this crowd of consumers is important. In Creevey, Coughlan, and O’Connor’s research study, they found that “Consumer attitudes are investigated by brands on social media through sentiment analysis of multiple forms of UGC (user-generated content), especially online reviews (Creevey et al., 2021). Understanding that brands are looking at user-generated content to make their decisions is important for college kids to know. But it’s also important for brands to make sure they are listening and acting on what they learn from consumers online because the authors see it as “an effective way of harnessing real-time information in evaluating client opinion and perception of brands (Creevey et al., 2021) as consumers perceive UGC and eWOM as trustworthy sources of information (Creevey et al., 2021).”

Increase Engagement

The next key part of how luxury brands should think about the college-age consumer is by increasing their engagement with them. The authors noted this by saying “Luxury communication remains more emotional than informational (Okonkwo, 2010), effective communication via social media poses a challenge (Cervellon & Galipienzo, 2015) (Creevey et al., 2021).  Luxury brands should really be looking at this as an opportunity to engage with college-age students by looking for emotional ways to connect with them. This could be done by using images and music that inspire this age group by using trending Tik Tok sounds or trying to find ways to use filters that fit with their brand. Working on this strategy will help luxury brands because “social media use is a significant predictor of materialism (Kamal et al., 2013), which is associated with conspicuous consumption whereby individuals are more likely to display brands more aligned with their ideal self than their actual self on social media (Wallace et al., 2020) (Creevey et al., 2021).

The authors in this research study also shared important examples of early adopters of social media by luxury brands including Louis Vuitton using Facebook to share photos of their catwalk fashion shows with fans. Doing this gives fans an inside look into that world without them feeling like they need to purchase something. When brands do things like this on social media, it helps create a connection between the brand and the consumer.

Why This Matters

College students and luxury brands should take the time to read and understand this research study because it’s important for the study of integrated marketing. College students should know they serve an important role in consuming social media by luxury brands but don’t need to be intimidated by it simply because they can’t afford it right now.

Luxury brands should take the time to read this research study because as the authors said, “Change has occurred not only in the format of business communication but also in consumers’ capacity to construct, distribute and consume brand-related messages. This presents a wealth of opportunities and challenges for businesses, particularly the luxury industry. The democratization of the creation and distribution of business communication, fueled by the ubiquity of social media, continues to pose pertinent questions for luxury brands striving to preserve a reputation grounded in exclusivity, rarity, and uniqueness” (Creevey et al., 2021).

What is important for brands to understand is that establishing a solid relationship with college-aged students now means they are working to grow that relationship online for years to come. Just because a college student can’t afford it now, doesn’t mean that in five to 10 years, that could change. The authors also said “These platforms have accentuated a disruption in the power relations between brands and consumers, due in no small part to the velocity at which information can be exchanged among individuals (Pantano, 2021), constituting a profound challenge to traditional branding theory and practice” (Creevey et al., 2021). The luxury brands that really embrace what it means to be online with a college-aged audience and engage with them, will be able to help sustain customers for life.

References:

 Creevey, D., Coughlan, J., & O’Connor, C. (2021). Social media and luxury: A systematic literature review. International Journal of Management Reviews, 24(1). https://doi.org/10.1111/ijmr.12271