The Influence of Social Media Communications on Consumer-Brand Relationships in the Luxury Brand Context

Abstract

In this study, a total of 59 studies were analyzed. This study presents a bibliometric review of research over the past decade (2010 to 2022). The findings indicated that most studies are conducted in China and applied quantitative method and used questionnaire for data collection on social media platforms such as Facebook, Instagram, and Twitter. Moreover, the findings of this study indicated that 'Brand Luxury,' 'Social Media Marketing,' 'brand equity,' 'luxury marketing,' 'purchase intention,' 'fashion brands,' and 'trust' are the most frequently used keywords. The findings of this study indicated that the major leading journals in the publication of research papers on luxury brands are the “Journal of Global Fashion Marketing,” “Developments in Marketing Science,” and the “Journal of Business Research.” The current study provides a summary of existing studies, uncovers knowledge gaps, and proposes recommendations for future research.