Social media and luxury: Influencer credibility, digital communication & consumer engagement

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School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

44

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Abstract

This bachelor’s thesis examines how luxury brands utilize social media to communicate brand identity, collaborate with influencers, and foster consumer engagement. Drawing on recent literature, the study synthesizes three interconnected themes: influencer credibility and authenticity, luxury branding and digital communication, and social media engagement behaviours. The findings reveal that perceived authenticity and trustworthiness are central drivers of influencer effectiveness, while emotionally resonant and aesthetically curated digital content plays a key role in sustaining luxury value online. Additionally, consumer engagement on social media contributes to brand equity formation through psychological involvement, symbolic meaning-making, and community interaction. Together, these insights show how luxury value is co-constructed in digital environments and highlight the strategic importance of managing social presence, exclusivity, and engagement to maintain brand prestige.

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Description

Thesis advisor

Tulensalo, Onni

Keywords

social media, luxury, influencer marketing, consumer engagement, digital communication, influencer credibility, authenticity

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https://urn.fi/URN:NBN:fi:aalto-202601181417

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