Impacts of Luxury Fashion Brand’s Social Media Marketing on Purchase Intention in Turkey: a Comparative Study on Louis Vuitton and Chanel

This study discusses the importance of social media marketing in the Turkish fashion industry. There are different theories related to how social media influences customers’ thinking and buying decisions. Traditional strategies for promoting fashion goods have lost their potential to attract and convince customers. So, the need for social media to convince customers of products’ excellence has been explained here. The concept of marketing is a quite useful illustration to manifest the area of the research. The models, theories of social marketing and customers’ perceptions of fashion products have been discussed on this study. The ways customers’ decisions are influenced are explained in the literature review of this study. The blow of luxury fashion branding in the relationship between the customers and the market has been analysed here at great length. The interest of the customers to buy products from the Turkish market has been discussed here. Brand equity and loyal model are also discussed. A quantitative data collection method has been used here to verify and understand the reality of the research subject.