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    Social Media Marketing (SMM) and Luxury brand

    An in-depth study done by Melissa (2015, 73) finds out that the use of SMM has positive effects on luxury branding. The result of her study unveils the following:

    First, she discovered that the use of SMM in luxury brand helps in entertaining the customer because it gives the clients freedom of choosing the information they want to process. Secondly, she explains that SMM allows the luxury brands to create interactive content that is quickly passed to customers orally. On the other hand, SMM digs deeper than ordinary marketing as it aims to make the consumer aware of the price of the brand and the products. Lastly, luxury brands shape SMM to hedonic values that are indirectly reached by brand experience. The SMS like the Facebook, Twitter and Instagram have greatly helped Valentino Fashion Group to control a global market.

    A recent study shows that companies that do not embrace social media strategy have a shorter lifespan in the current digital market (Kim & Ko 2010, 150). Many authors also explain that an increase in social media marketing enhanced the communication between the business community and the customers hence………………………………………………

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