Image Construction And Communication Of Luxury Brands On Social Media Platforms

With the continuous development of the digital age,the traditional luxury brands are faced with the challenge of marketing mode,which can no longer meet the needs of the modern market.In traditional media,the form of communication of luxury brands is relatively simple,and the positioning of consumers is not accurate enough.Most of them are divided into regions,and consumers mainly accept them passively.On the contrary,social media has the advantages of rich forms of communication,high-quality services and strong interactivity.Therefore,luxury brand enterprises are in urgent need of transformation and upgrading,establishing brand image,and using social media marketing to meet the needs of luxury consumers.In this context,this paper takes LVMH Group as an example to discuss the marketing strategies and brand communication effects of luxury enterprises on social media platforms,aiming to provide useful references for future marketing strategy optimization of luxury brand enterprises and expand new perspectives and ideas for related research fields.In this study,the SOR model was used to set the stimulus variables as concept recognition,behavior recognition and visual recognition.The mediating variables were set as functional cognition and affective cognition.Set the response variable to the user’s purchase intention.Through questionnaire survey,the purchasing behavior of luxury consumers on social media platform was statistically analyzed.The results show that consumption concept,values,speech behavior and situational characteristics have a positive impact on functional cognition and affective cognition,and functional cognition and affective cognition have a significant impact on purchase intention.In terms of the mediating effect,the mediating effect of product quality and brand service is not significant,while the mediating effect of loyalty is the most significant between price preference and interactivity,and the mediating effect of professionalism and purchase intention is partially significant.The empirical data in this paper show that with the improvement of technology empowerment and users’ awareness of initiative,luxury brands pay more attention to service quality to highlight the user-friendly experience and feeling.At the same time,in the marketing process,professionalism and brand service are crucial for luxury brand enterprises.Specifically,luxury brand enterprises deliver professional brand knowledge to consumers,attract traffic and penetrate consumer groups at all levels,effectively improve user stickiness,enhance brand image and promote product transformation ability.In addition,on social media platforms,luxury brands holding positive values can have a positive impact on brand image.Luxury consumers not only pay attention to the product itself,but also care about the symbolic meaning carried by the product.Based on the above,this paper proposes optimization strategies for luxury brands in social media marketing in the future.Firstly,the content and form of communication should be innovated,and an "immersive" emotional link should be created to realize empathic communication.Second,luxury brand enterprises fully match the characteristics of the platform to realize the double understanding of users and brand enterprises and further enhance brand awareness.Third,luxury brand enterprises can improve brand awareness and recognition of luxury consumers through big data,VR,AR and other technology optimization,so as to establish brand image.Fourthly,luxury consumers’ cognition of brands or products is more dependent on professional word-of-mouth information,which further enhances consumers’ re-purchase times of products.Fifth,the integration of online communication and offline activities by luxury brand enterprises can improve the durability of brand communication,so as to promote the development of luxury brands.