تأثیر یکپارچگی در تعامل در رسانه های اجتماعی برندهای لوکس

Luxury brand marketers have recently turned their attention to customer-driven social media communities devoted to their brands. The key concepts of integration and interactivity provide the theoretical foundation to investigate social media luxury brand communities (LBCs). Data were collected from 252 luxury brand Facebook fan page members in South Korea. The study examines the effects of: (1) LBC integration on interaction as a process; (2) interaction as a process on perceived interactivity of LBCs; and (3) integration and interactivity on attitudes, brand loyalty, and purchase intentions. The findings confirm: positive effects of LBC integration on interaction as a process and positive effects of interaction as a process on perceived interactivity of LBCs. The results also confirm the effects of interactivity on brand attitude, brand loyalty, and purchase intentions. It is the first to offer a theoretical framework to analyze social media LBCs using the key concepts of integration and interactivity.