| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 105 === The socia media marketing become more efficient as social networks evolve from anonymity to real-name registration, and the newest application is instant messaging through mobile devices. In the past luxury brands resisted implementing social media marketing, but now it is not being conservative anymore, it even has live broadcasts of fashion shows today. This research will review literatures regarding social media marketing and luxury brands marketing, and then analyze the current usages on luxury brands’official accounts on social platforms, in the end will raise the practical recommendations for luxury industry.
The research subjects are based on 2015 BRANDZ top 10 luxury brands as follows, Louis Vuitton, Hermes, Gucci, Chanel, Rolex, Cartier, Prada, Burberry, Michael Kors and Tiffany. So this study is focusing on collecting data of these 10 luxury brands implementation on social platforms such as social networking, microblogging, vedio sharing, photo sharing and instant messaging. The period of the statistics are from 2015 March to 2016 Feburary for one year. The purpose of the research is to understand the social media marketing strategies of luxury brands.
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