Research Proposal

Title: A study to determine how social

2. Research questions ................................................................................................................ 4

3. Research aim and objectives?................................................................................................ 4

4. Proposed research method(s): .............................................................................................. 4

5. Project Plan, Budget and Timeline ......................................................................................... 4

6. Issues to be considered.......................................................................................................... 5

7. Potential use of the research findings ................................................................................... 5

9. References ............................................................................................................................. 5
1. Background of Research
Today's social media has crept into every corner of every individual, every family. Popular
social media such as Facebook, Google+, Twitter or YouTube are becoming more and more
popular all over the world. Customer interactions on these platforms have dramatically
changed traditional marketing methods. Traditionally companies try to approach and build
relationships with customers through a range of direct marketing activities. By traditional
marketing, customers are "passive" recipients of branding and the company can control the
brand development process. For social media marketing, customers can engage in the
messaging process of that brand (Borle, Dholakia, Singh, & Durham, 2010). Today, almost all
successful branding companies maintain a brand on a social network such as Facebook,
Twitter or YouTube. Some high-end brands like Armani, Burberry or Dolce & Gabbana also
invest in social media (Phan, 2011). However, some managers still question the effectiveness
of social media marketing. In particular, for luxury brands, marketers remain skeptical of the
value that social media brings to that premium brand. This suggests the need to understand
the impact of social media on luxury branded products.
Luxury brands are often for the wealthy. However, recently, many companies have launched
new product lines with new extensions aimed at expanding their reach. As a result, luxury
brands are becoming more affordable and more affordable to the middle class. This expansion
of the customer base has shown the link between luxury and social media marketing
(McAlexander, Schouten, & Koenig, 2002). In fact, there are many types of premium brands
in our daily lives. It is difficult to define the term "luxury brand" because luxury is very
subjective and relative. For example, for a billionaire, a business class ticket would be a normal
product, but for ordinary employees it is a luxury product. About 40 years ago, the refrigerator
was a luxury brand but now most of the households own it (Sekora, 1977)… Sekora (1977)
defined luxury as "anything that is not necessary." Luxury is due to a general sense of what is
normal in a particular area and for an average person. In general, perceptions of luxury can
be separated into non-personal perceptions and personal perceptions. Consumers will buy
luxury brands to showcase their success and wealth.
Social media is defined as a group of Internet applications, built on the Web 2.0 platform that
allows users to exchange content and create content to their liking (Jahn & Kunz, 2012). Some
forms of social media can be included, such as Facebook, Twitter, etc. The basic platform for
these social media pages allows each individual to build a public profile on the system they
have. Creates a list of people who can see their profile. Users can post basic information about
themselves, give links to the sites they like, comment on their friends' posts. They can also be
invited or invited to become followers of a brand, organization, or celebrity.
Thus, the social media network has a relatively large spread in the user community. Using the
media network will increase marketing effectiveness for most types of merchandise including
luxury brands. This is also one of the hypotheses that the essay wants to prove.
2. Research questions
Question 1: What are the basic attributes of social networking and the attributes of luxury
brands?
Question 2: What is the impact of social networking on customer intentions?
Question 3: What is the impact of social networking on the relationship between the supplier
and the customer?
Question 4: how can social media increase the effectiveness of luxury goods industry?
3. Research aim and objectives?
The purpose of this study is to explore the use of social media in the luxury brand industry
This study will also determine the importance and level of use of marketing communication
tools to promote branding strategies for luxury products.
The study also identifies best practices for assessing the effectiveness of social media
marketing for the luxury industry.
The study will also analyze and compare with the practice of using social media marketing as
an effective marketing tool for the luxury industry.
4. Proposed research method(s):
The essay will use secondary data to analyze the impact of social networking on the luxury
industry.
 Secondary data will be taken from articles in marketing magazines, and figures can
also be obtained from reputable statisticians.
 The data collected will be taken into the table and cleaned for ease of analysis
 Carry out a study of the validity of the data to determine the accuracy of the data
collected as there are data derived from studies with different objectives than the
objective of this essay.
5. Project Plan, Budget and Timeline
This thesis will be implemented within 6 months after the proposal is approved.
Stage 1: The topic will be based on research objectives to collect data and documents. Data
collected are secondary data.
Stage 2: Study the data collected and select the necessary data
Stage 3: After the data has been collected, the author will start writing.
Stage 4: Complete and repair
6. Issues to be considered
The major issues that the thesis will face is the data collection. Most publicly disclosed data
has been modified. Internal data of enterprises is difficult to access. Therefore, if only based
on secondary data sources, the success of the research will be limited.
7. Potential use of the research findings
Studying the impact of social networking on the luxury brand industry will help businesses
realize the importance and necessity of using social networks to improve the effectiveness of
social marketing in modern as today.
8. Conclusion
In modern society as well as the rapid development of technology, the use of social media to
market products is very necessary whether the product is popular or high-end products and
even luxury brands. Social networking will make marketing more effective.
9. References
Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New
York: Free Press.
Borle, S., Dholakia, U., Singh, U., & Durham, E. (2010). An Empirical Investigation of the Impact
of Facebook Fan Page Participation on Customer Behavior. Houston: Rice University.
Foster, K., Francescucc, A., & West, C. (2010). Why Users Participate in Online Social
Networks. International Journal of e -- Business Management, 5(5), 81-94.
Geerts, A., & Veg-Sala, N. (2011). Evidence on Internet Communication - Management
Strategies for Luxury Brands. Global Journal of Business Research, 5(5).
Jahn, B., & Kunz, W. (2012). How to transform Consumers into Fans of Your Brand. Journal of
Service Managment, 7(6).
McAlexander, J., Schouten, J., & Koenig, H. (2002). Building Brand Community. Journal of
Marketing, 27(4), 412-432.
Phan, M. (2011). Do Social Media Enhance Consumer's Perception and Purchase Intentions of
Luxury Brands? Vikalpa, 36(1), 81-84.
Sekora, J. (1977). Luxury:The Concept in Western Thought - Eden to Smollet. Baltimore: The
Johns Hopkins University Press.