Effect of Social media on purchase of luxury goods by consumers in fashion industry A Review.

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Chahat Sahani, Amjad Ali, Akshay Mehta,


In today's era with the advancement of technology and communication the way for search and share of information has been changed . Social media is a new platform and mode of communication. Even Luxury fashion business has acquired its importance in today's time. Luxury fashion brand business is considered to be highly popular and profitable business operating in high scale with guaranteed profits, due to the growth of luxury brand business competition between lower sectors has increased considerably. . To retain its business and keep pace with the growing competition the main tool being used for communication is social media, as it helps to attract the existing customers and build a higher customer base. Social Media is playing an important role in creating and modifying the communication which takes place between different players present in the market which includes company,  customers, competitors and various intermediaries in the market by creating and implementing effective interactive mechanism. Social media marketing has also enhanced communication in various sectors through various effective and efficient channels .The main objective of this paper was to review literature on Effect of Social media marketing on luxury brands and also to collect , examine, organise, synthesize and interpret the result about the same.
Design and Methodology- This study is descriptive in nature i.e., using qualitative data which has been collected from a number of sources such as Research papers, E-news articles, newspapers and websites. All views are collected and interpreted and interpretation is made on that basis
Originality- This is a firsthand study of a kind and the results would be useful for business people and people who are working in the field of Marketing and interested to know about the various aspects of social media.

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