1、5500 英文单词， 3.2 万英文字符 ，中文 1 万字 文献出处： Seung A Annie Jin. The potential of social media for luxury brand managementJ. Marketing Intelligence & Planning, 2012, 30(7):687 - 699. The potential of social media for luxury brand management Seung-A Annie Jin Abstract Purpose Driven by functional theories of a
2、ttitude and addressing the emerging themes of luxury brands and social media, the purpose of this paper is to explore the marketing potential of social media for luxury brand management. Design/methodology/approach A survey was conducted to prompt participants to explore Louis Vuittons Facebook page
3、 and complete a questionnaire designed to measure their satisfaction with the luxury brands Facebook page and various endogenous variables. Findings Structural equation modeling (SEM) analyses uncovered dynamic relationships among consumers perceptions of value-expressive and social-adjustive functi
4、ons of luxury brands, satisfaction with a luxury brands (Louis Vuitton) Facebook page, attitudes toward the brand, intentions to utilize the brands social media (Facebook and Twitter) for online shopping, and intentions to research online and purchase offline (ROPO). Originality/value This paper mar
5、ks an exploratory step toward our understanding of the dynamic roles user-generated content and social media play in the formation and maintenance of the emerging consumer-brand-consumer triad culture. Theoretical and managerial implications of this exploratory research are discussed. Keywords： Cons
6、umer behaviour, Social media, Social networking sites, Brand management, User-generated content, Facebook, Luxury brands, Functional theories of attitude Introduction Developments in Web 2.0, defined by user-generated contents (UGC) and social networking sites (SNSs), have significant implications for consumption and the study of consumer cultures (Beer and Burrows, 2010). The internet has enabled a new era of UGC, threatening the hegemony of traditional content generators like
