Unraveling the Enigma: Investigating the Effectiveness of Luxury Fashion Advertising in Social Media

Abstract

This dissertation reviews the effectiveness of the strategies and techniques employed to promote luxury fashion brands in social media. It begins by conducting a comprehensive examination of the dynamic aspects of luxury and sheds light on the factors contributing to its complexity. This elusive meaning of luxury provides a backdrop for delving into the visual storytelling strategies pursued by luxury fashion brands.

Through experiment and meta-analysis, this dissertation then investigates the interplay between luxury fashion advertising, ad-context congruence, brand familiarity, processing fluency, and transportation, with the impact on brand attitude and luxury perception. The findings offer valuable insights into luxury fashion brands. For example, the visual storytelling strategy remains influential in social media. Ad-context incongruence shapes the brand attitude, while its impact on luxury perception is limited. Different approaches are needed for engaging low-familiar and high-familiar brands. The ad creative of luxury fashion brands exhibits a negative relationship between processing fluency and transportation.

Drawing upon these findings with an extensive literature review, this dissertation concludes by providing a comprehensive analysis of the effectiveness of visual storytelling within social media. Additionally, creative strategies are proposed to enhance the success of advertising campaigns in this context.

Date of Award	29 Apr 2024
Original language	English
Awarding Institution	City University of Hong Kong
Supervisor	Guanxiong HUANG (Supervisor) & Yi-hui HUANG (Supervisor)