Luxury marketing in social media: the role of social distance in a craftsmanship video

Abstract

Purpose The purpose of this study is to examine the effect of craftsmanship content and social distance embedded in the craftsmanship content on luxury brand experiences, perceived luxury and brand purchase intentions using a social media video. Design/methodology/approach The authors conducted a single factor (close social distance vs great social distance vs control group) using a between-subjects experimental design. The social distance was manipulated by the presence (i.e. a close social distance) or absence (i.e. a great social distance) of a consumer scene in a craftsmanship video shown on social media. The control group watched a video with non-craftsmanship content. Then, brand experience, perceived luxury and purchase intentions were measured. Findings The results showed that the control group perceived less luxury and had lower brand experiences and purchase intentions than the group that watched the video without a consumer scene. In addition, participants who watched the craftsmanship video that included a consumer scene (i.e. a close social distance) had stronger brand experiences than those who watched the video without the scene (i.e. a great social distance). The brand experience increased perceived luxury and purchase intentions. Originality/value By manipulating social distance and providing better brand experiences in social media, experiential marketing allows luxury brands to reconcile two apparently incompatible goals: maintaining an exclusive image while increasing purchase intentions.