The Influential Role Social Media Plays In Bridging The Gap Assignment Sample

Exploring the Impact of Social Media in Overcoming Barriers and Uniting Communities

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Chapter 1: Introduction Of The Influential Role Social Media Plays In Bridging The Gap Between Gen Z And Creating Loyalty Towards Luxury Brands

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1.1 Introduction

The changing and continuously growing social media platform has altered the fabric of business operating nowadays. The mode of digitalization has elevated significantly for marketers as a way of engaging in business over the last few decades. Apparently, the past decade is renowned for the fact “mediatization” of luxury brands. Whereas, the social media platform is supposed to be the heart of this shift as any brand would favor the path where they can find maximum customers. The research study is based on identifying the compatibility between social media marketing, luxury brands, and Gen Z. Apart from that, the research tends to critically emphasize the role of the social media platform in driving high sales for luxurious and royal brands.

1.2 Background

The relevance of social media platforms has always been a contentious object for organizations that are searching for brand endorsement. Furthermore, the importance and requirement of digitalization have grown during the pandemic period when the whole world was switching to online mode for fulfilling their purposes. Apparently, the outbreak of the pandemic has helped many companies to focus on digital transformation. On the other hand, other brands are using it as a measure of scaling up their brand name. It has been identified that Gucci was the first pure luxury label to that conducted “Live stream shopping” from a substitute Gucci store (Howard, 2022). This was a marketing tactic used by Gucci to allure maximum customers towards its branding and purchase. As per the opinion of Simbolon and Yanti (2021), the impact of social media tends to influence the positioning of the luxurious brand while at the same time elevating its sales profits. Since the building of the brands focuses on the sales vision of the future it is indeed essential for marketers to address the bottom line of the present scenario.

The functionality and algorithms of the influential social media channels targets to keep their consumers within the social channels and have a canny eye on increasing their sales revenue while offering their own e-commerce functionality. Indeed the careful handling of the social media platform is required to pull out maximum sales and consumer retention. Furthermore, the younger generation seems to be much more obsessed with brand purchasing and consumption. As a matter of fact, the role of social media is like the filler within the gap between the luxurious brand and Gen Z. In addition to that, people nowadays are seriously addicted to social media content. Thus, this has become a vital factor for marketers to allure maximum consumers from the place where they have an opportunity to abundant sales. There are obviously various external and internal factors such as business types scales, and areas that are included in consideration of social media as a link between luxury brands and younger generations. The study in particular emphasizes developing knowledge regarding consumer purchase behavior towards luxurious brands such as Louis Vuitton, Gucci, and Balenciaga with the wide spread of the social media channels.

The factor of brand loyalty indicates a positive attachment towards a respective brand that is indicated by the repurchase done for the same brand. This ensures that their marketing channels and communication strings are put to well use. Based on the views of Huber et al. (2018), brand loyalty ensures a sustainable competitive advantage with the help of brand equity, enhancing brand image, and generating cash flow. However, there is a need for aligning the strategies to elevate business performance with the use of social media platforms. Loyalty indicates the consumers' purchasing behavior but not all consumers are the same especially when it tends to the different generations. Their expectations and criteria before buying hold a significant role to play particularly for high-quality brands.

1.3 Problem statement and scope

As per the prevailing situation, most business enterprises and brands are integrating the means of social media influence for attracting maximum customers. Based on the research work of Karatzias and Cloitre (2019), as a matter of concern, the popularity of social media has tremendously grown over the last few years making it difficult for enterprises to stand high in terms of profitability with their marketing foundation. In addition to that, the gap between the generation and variation in the expectations of the consumers tends to impose a serious problem for marketers to strategize their brand. Apparently, when it comes to luxury brands, social media platforms can be challenging to get right as it’s such a fluid medium. Most importantly, after the outbreak of the pandemic era, this has certainly become a trend for almost every business enterprise to show their marketing skill over the social media platform and increase customer loyalty towards them. On the contrary, those companies who are unable to stand in the race have fallen foul of the competition along with an ill-thought-out campaign.

The strategy is as well challenging for luxurious brands owing to the unprecedented changes such as shifts in consumer behavior, technological development, and growth of the new form of consumption and pReferences over a period of time. While it is convenient enough to enter the space as social media is not a difficult medium to procure. Though, it is much more important for marketers and organizers to put their specifications while opting for the field. As people are becoming choosy and very much specific before buying this put a challenge for the brands to choose an appropriate medium. The careful assessment of a particular strategy is required to compare it with the level of achievement. It becomes an obsolete thing unless that is accomplished that can turn down the efforts and brand fascination among consumers who are skeptical while purchasing.

1.4 Research Rationale

What is the issue?

As per the opinion of Mamlok-Naaman (2018), the rapid increase of the social media platform as a marketing tool tends to create an implication for brands that are adversely affected by technological advancement. The algorithm and functions of the social media strategy are very difficult to maintain in a generation where every individual consumer is skeptical before random purchasing. Indeed they have meritorious advantages that have been grabbed by many high-quality brands and help them in retaining a reputational image. Contrarily, the developments in this space have given rise to greater complexities when it comes to properly analysing the journey of its users. Based on the research work of Fleischhacker et al. (2019), social media is a powerful tool that can help in building the image of a particular brand. On the other hand, the factor even plays a negative role in case it is not able to cope with the emerging changes. Furthermore, the concept of omnipresence of social media has tremendously resulted in the increasing accessibility and approach of the particular approach.

Why it is an issue?

As a matter of high expectations from the consumer ends it becomes difficult for many organizations to fulfill their needs and demands. Apart from that, the use of luxurious and famous brands like Gucci and Loius Vuitton has been found to be hesitant to integrate the online environment into their businesses and also to communicate with potential customers. The issue between the compatibility within social media, Gen Z, and luxury brands is tremendously increasing. Based on the research work of Karatzias and Cloitre (2019), the generation gap has a particular role to play in case of defining brand value and customer retention. In addition to that, bringing the perfect combination of services and facilities to the customers, particularly Gen Z is assumed to be a problem for many business owners. As per the opinion of Islam et al. (2022), matching appropriately to the needs and desires of the youth generation is inherently important for the business so as to focus on long-term sustainability and growth. Furthermore, social media influence has become a target center for marketers to fix their focus because of the assets it offers to them.

Why it is an issue now?

Lately, the rising concerns of a particular buyer taking into consideration the social and environmental factors are the problem of Gen Z. Thus, the research aims to highlight the issues and make the best use of the research study so that they can be implemented for further rectifications. Basically, the concept of brand loyalty and its context with the expectations vary to a large extent depending on the environment they have evolved (Dogra, 2019). Apart from that, it becomes very much important for the brands like Gucci, and Louis Vuitton to take imperative steps in advance so as to understand this theory and proceed. It actually creates a huge responsibility for such royal brands to keep their relevance intact with change in time. Additionally, the influential role that is played by the social media channel in enhancing business performance is of utmost importance and a big hand in changing the dimension of the above two factors.

What the research sheds light upon?

The research basically sheds light on the emergence glory of the social media platform and its treatment as an opportunity for driving high sales visibility within the business. The research study also aims to discuss the appropriate measures that can be taken by business owners to align their strategies with the social media channel and enhance their sales.

1.5 Aims

The aim of the research study is to investigate the connection between luxury brands and Gen Z as well as how these brands use social media to cultivate brand loyalty in this generation.

1.6 Objectives

  • To understand the connection between luxury brands and Gen Z
  • To Examine the use of social media by luxury brands to reach Generation Z
  • Identifying the important role social media plays between this cohort and the luxury brands helps create brand loyalty.

1.7 Research Questions

Q1: What is the connection between luxury goods and Gen Z?

Q2: How useful is the social media platform for luxury brands to reach Generation Z?

Q3: What is the role of the social media platform between this cohort and the luxuries brands help create brand loyalty?

1.8 Proposed structure

1.9 Significance of the research

The significance of the research is to bring forth the effectiveness of social media and marketing techniques for understanding the relationship between Gen Z and luxury commodities. In addition to that, the study is also imperative for business organizers to properly define the concept of loyalty towards a particular brand to increase its awareness among a specific group of people. Gen Z is a cohort of people that are reliable on the social media platform for making any decisions. Thus, the research topic becomes an absolutely mandatory factor for selecting this particular research topic. In addition to that, this too provides the business a glimpse of the dos and don’ts that is important for long-term sustainability in the competitive market.

The survey brings forth the challenges that are faced by marketers, who need to redefine their whole strategies for selling their products and goods in the market. The changing phase of marketing owing to the implications of the generation's differentiations is appropriately discussed and emphasized in the research study along with the imperative and reliable data sources. The researcher is particularly fulfilling the gaps that are created within the mindset of Gen Z and their concept of brand loyalty. The exploration of the various behavioral loyalty, and attitudinal loyalty, and their linkage with social media presence is given the utmost priority. The study unfolds the new dimensions and seeks critical thinking that can be useful for its users and bring them to reality. Furthermore, the impact of Luxurious goods and products on the Gen Z people owing to the presence of the social media platform is unveiled.

1. 10 Summary

The entire summary can be concluded on the basis of the research study that puts an emphasis on the link between customer loyalties towards luxury brands. In addition to that, the research study specifically put its focuses on the Gen Z group of people that are very much skeptical and choosy whole it comes to purchasing any product. The chapter focuses on the aims and objectives that are relevant for conducting the research successfully. Along with that ther has been proper discussion made in the rationale that can serve the purpose of dealing with perfect ideologies of a competitive market. In addition to that, the research study appropriately states that the role of social media is not only confined to communicating and sharing opinions. Moreover, it serves the purpose of aligning the goals and objectives of quality and luxury brands like Gucci with the expectations of the current generation.

Chapter 2: Literature review

2.1 Introduction

Social media plays a significant role in marketing as this is an effective marketing term that reflects the ability to influence individual thinking on online social media. The literature review chapter has been mainly considered as a required factor that can establish the effective theoretical context to understand the influential role of social media. The chapter has also highlighted the major distinction in the pattern of generation Z and its effective relationship with the luxury brand as well. The selected brand for the comparison of using the generation Z has been accumulated as “GUCCI, Balenciaga, Louis Vuitton” which can help in better understanding the effectiveness of using Gen Z by these brands as well. Furthermore, the effective role of Gen Z on the select brand has been analyzed which shows the prior impact on making implications for increased brand loyalty as well.

2.3 Theories and models

2.3.1 Race models

According to the Race model, a digital marketing model is used by many marketers to perfectly plan their communications. The use of social media platforms can serve the purpose of understanding the marketing funnel. This becomes vital for understanding what role is assumed to play while leading the communication strategy. Based on the research work of Heathcote and Matzke (2022), social media is a useful place for streaming brand awareness. Furthermore, there are probable factors like cultural changes and the evolution of the digital pace. Simultaneously the need for an ongoing stream of content created a requirement to be counted on. The two most important factors that have implications in sorting the digital media surface are “corporate social responsibility”, and “audience involvement and community”. The use of the Race Model for aligning the goals and objectives of the business enterprises with that of the expected level of consumer preference can be a more leveraging and useful component.

The strategy of a respective organization is responsible for the remarking bringing the changes in the performances if done smartly. This holds a unique way of resembling the changes and rectification in the communication goals to the large mass of audiences. Based on the research work of Kumar et al. (2021), the acronym of Race stands out for Reach, Act, Convert, Engage. In addition to that, each individual stage has its own part to play but the basic purpose of each stage is to serve the purpose of bringing visible changes within the brand endorsement and publication. The stage of the plan fulfills the requirement of tracking the visible changes within the business organizations that are making a move toward adopting successful strategies.

High-fame brands like Gucci can set the SMART objectives into use and therefore measure the level of accomplishment it has achieved. Eventually, this will set a metric for measuring the success of a particular project and task. The second stage brings forth the reach stage which is aimed at bringing exposure for the brand, product, or services simultaneously both in online and offline media. Furthermore, the brand can appropriately use tracking the traffic that is created by the campaigns that are generated on the official websites and portals for measuring the hike of their success. The most implication of this respective stage is measured during the time of investing in the launch of a product and expecting a high rate of return from the probable investment. The third stage is the Act that the companies can put into use for starting the generation of leads for their business. This basically hints at the assessment of the feedback and reviews from the potential users and serves them as their purpose of advice.

Based on the reviews of Shiels et al. (2020), creating useful content can bring customer engagement into the business. For example, there are various leads in the present moment like interactions like “added to basket” and “viewed product” that can be easily tracked with the help of Google analytics and used as a response from the customers. The last stage initiates indulging in the conduction of surveys and online trials for ascertaining the targeted audience and begins processing the customer profiles on the basis of what has been gathered. As per the reference of Smith, (2020), adopting the measures of data-driven marketing strategies can be embraced by Companies to stay in the race for a certain fixed time period. In addition to that, this can even serve the purpose of personalizing the content and enhancing the conversation.

2.3.2 Generation theory in marketing

According to the theory of Generation, every generation is remarked by specific things that are responsible for categorizing them differently and dissimilar from that of the previous one. Based on the views of Thomas and Shivani (2020), the impact of the nearby ambiance holds an important role while defining the needs and requirements of a cohort of people. The youth from this generation who are often described as digital natives are responsibly tech-savvy and reliable on the information that is available on the internet. Particularly it is their streamline that they come across since their existence and is not said to be any different or carrying a wrong notion too. There is actually the presence of five main factors that are responsible for defining their perspective of buying can be characterized and implemented into use.

The people in Gen Z are not at all afraid of making a stand and raising their perspective reading environmental and social issues. The presence concept of omnichannel is much more widespread in the present youth generation than in any other one. Theory of generation has been effectively shows in the five separate ranges and has implication on the effective work. Gen Z is born with digital and the quickness, convenience, and practicality it brings to them. It has resulted in integrating their expectations to match and level up with the touch of digital experience right from the very of the product selecting process. Based on the opinions of Dobre et al.(2021), the Value for money attends to equal disbursement as they want to become financially independent unlike what our older generation was supposed to do. The fourth content that is equally in demand by Gen Z is the presence of entertaining content that is offered by the brands. Theses generation is skeptical about exploring new ideas, themes, and views that are different and unmatchable from that of the prior ones. In addition to that, the last factor is a reliable and trustworthy brand that comes under their definition of seeking brand loyalty.

2.4 Objective 1: Understanding the connection between luxury brands and Gen Z

The luxury brand has now wanted to explore its business with the use of effective technology and make implications on changing the effective structure of the company. As per the view of Pencarelli et al. (2019), the luxury brand has targeted Gen Z to make changes in the way of marketing and increase customer loyalty as well. In modern times, Gen Z has become an effective way of crucial marketing influence that can have implications on changing the brand figure in the market. As per the reference of Rodrigues and Rodrigues (2019), it has been estimated that 40% of the market of the luxury brand has been converted into the gen Z up to 2035.

The importance of generation Z for the luxury brand and have implications on the way to improve the relation with the customer as well. The valuation of brand loyalty has been also implicated based on the increased purchase power. Gen Z is a modern and crucial technology that has an effective implication on the luxurious brand to use for their marketing and changing its reputation as well. There are mainly three luxurious brands that have been considered “GUCCI, Balenciaga, and Louis Vuitton” and have the proper analysis overuse of Gen Z for changing its reputation and increasing customer’s loyalty in an appropriate manner.

The above figure clearly shows the required changes in the sales growth of Gucci from the year 2017 to 2018. The company has won over the gen z and made an implication in connecting with the consumer and helping in increasing brand loyalty as well. The analysis over the clear reflection on showing the changes in the sales growth from the year 2017 to 2018 can be as 49% and the company grows by 49%. Gucci has to make the required changes in the way to improve the work instruction and win over Gen Z. As per the reference of Ryan white (2022), Gen Z is the most crucial process and it is based on technological advancement to improve the marketing campaign as well. On the contrary Bazi et al. (2020), the parent luxury group has been raised by 70% in the last few years and makes effective implications on the rapid growth of the company over the other luxurious brands as well. Social media has effectively maintained the rapid growth of ridge companies which can help in changing the position of the operations as well. On the other hand, the sales value which has increased from the year 2018 to 2019 is 5670 million euros (Statista.com, 2022).

Balenciaga has also conquered Gen Z and has an effective reflection on showing the major position of the company by the tricky Gen Z consumers. Changes in the sales growth on the major time has been clearly shown in the above table and has required reflection on the sales range of Belanciaga. The adoption of Gen Z in Balenciaga has also had make effect on increasing the overall sales growth of the company as well. The accumulation of the company Balenciaga is analyzed changes in the sales up to “72.23 points on May 1, 2021”. As per the author's view de Kerviler and Rodriguez, (2019), changes in sales growth have been mainly possible with the proper implementation and use of Gen Z and established effective relations with the customers as well. The company has continuously increased its overall marketing concept and made changes in the way it establish a relationship with customers.

On the contrary, Balenciaga seems to create an effect of fascination with criticism and make required changes in its strategy for marketing as bold which has a positive impact on the business as well. The effective impact of using Gen Z in Balenciaga has been critically evaluated with the major changes in the way to increase the number of the production in the company. On the other hand, Balenciaga challenged Gucci a few months ago to raise its brand effectiveness in the five major places which has been successfully completed. It has ranked as the “undisputed leader” that has included Gen Z in an appropriate manner.

Changes in the market share of Louis Vuitton have been effectively accumulated which can help in understanding the impact of Gen Z on the company shares value as well it has properly configured the changes in the revenue value based on the major changes in the shares in the different geographical regions as well. The highest range fopr the market share for Louis Vuitton has been accumulated in the Asia where the percent share is 35%. The revenue share value from the United States has been analyzed as 26% in 2021. The highest revenue share for Louis Vuitton has been analyzed with the implication of the graph being 35% in Asia. It has effectively analyzed the major changes in the way to increase the overall work has been completely analyzed and created the effect on the overall revenue in an appropriate manner.

The growth of Gen Z has been effectively implicated that has an effective implication on accumulating all the factors in an appropriate manner and increasing the overall marketing concept. As per the reference of Francis and Hoefel, (2018), Gen Z is basically the modernism technique that has influenced the marketing concept and made an effect changing the way to establish effective relations with customers as well. The company has basically made an effect on categorizing the work and creating an impact on changing the way to deliver the entire work in an appropriate manner. The above figure makes a reflection on showing the different types of techniques and shows their percentage implication on the luxurious brand and also over sustainability. As per the view of Athwal et al. (2018), Gen Z has been the most concerned technique toward the well-being of the planet with divine and digital techniques. The major reason for the use of Gen Z by the luxurious company is a higher range of sustainability toward the planet's well being. It has clearly made a reflection showing that Gen Z has the involvement of 75% in sustainability which is higher than any other factors as well.

2.5 Objective 2: Examining the use of social media by luxury brands to reach Generation Z

Generation Z has become the major component that has been targeted by several luxurious brands by setting an eye on it. As per the view of Bazi et al. (2020), the brand has mainly created an effect by accumulating the work to improve the marketing concept with the proper use of social media marketing in an appropriate manner. The analysis of the use of social media by several luxurious brands has a major effect on showing the required changes in the work to integrate customers and make changes in the company position. As per the author's view Gazzola et al. (2020), the luxurious brand has mainly used “novel digital marketing strategies” to create effective changes in the work process and meet the valuation of customer preferences as well. Gen Z has mainly become one of the largest coherent for the global consumer as this makes effective implications on entering into the luxurious brand. It has mainly driven the brand and influenced them to enter into the new marketing concept based on the digitalization of the marketing channel as well as creating an effect on showing the effective result as well.

Social media has played a major role in the term of reach to the Gen z consumer through the luxury brand. Gucci has led the way to reach Gen Z and has an implication on planning to prepare the virtual world to reach gen Z and an implication on changing the way to establish the relation with the consumer as well. The effective valuation of creating the virtual world by the company has been possible “in the metaverse”. Gen Z has been basically a digital native who has been born with mobile devices and social media platforms. As per the reference of Djafarova and Bowes (2021), effective changes in the way to analyzing the required changes have been delivered under the use of Gen Z as it includes “desire uniqueness, interactive experiences and novelty”. The effective changes in the way to interact with the luxurious brand that has the effective changes in the way of marketing and create an impact on the way to analyze its impact on the luxury brand have been also conducted in an appropriate manner. Gen Z mainly prefers the “ostentatious product” which can be a luxury product and make effective changes in the implicative factor as well.

Social media has been used by Gucci in terms of providing effective changes in the work to influence Gen Z’s consumers and create effective changes in influencing consumers as well. In the recent trend, Gucci has been embedding the “ASMR (autonomous sensory meridian response)” which can uncover the major and required changes in the fashion product that can deliver effective work based on showing the relevancy to change the customer's preference as well. On the contrary, Louis Vitton has used social media in terms of showing the required result to analyze the demand of the consumer based on the effective changes on several platforms. As per the reference of Helal et al. (2018), Instagram is the most influencing social media platform that has influenced customers and it has been accumulated that Gen Z has targeted the 50% of the overall luxurious market by 2025. It has mainly been used by the entire luxurious company with the effective implications of changing the concept of the company as well. Social media has been used by the company in terms of influencing consumer purchasing behaviour as this can be an effective change in the way of driving by capturing the entertainment concept in an appropriate manner. The evaluation of the effective integration for using the social media platform by the company in terms of increasing the views and checking out the purchasing factors in an appropriate manner. The effective changes in the way to analyzing major changes in the buying behaviours of the customers have been effectively influenced by the major preference of social media content as well.

2.6 Objective 3: Identifying the important role social media plays between this cohort and the luxury brands, helps create brand loyalty

Social media has played an effective role in analyzing the major aspect in terms of increased brand loyalty by consumers. Brand loyalty mainly refers to the consumer's positive feelings and the positive videos that can create effective integration in changing the way to repeat the purchase. The repetition of the purchasing by the consumer in the particular brand makes a reflection on showing consumer loyalty toward the brand. The luxury brand has an effective reflection on consumer loyalty as this can be most effective for the company to have the required brand loyalty for stabilizing the company position. As per the reference of Islam et al. (2022), the company can build brand loyalty with the proper implication of better consumer service with effective product quality as well. On the contrary, social media plays an effective role in terms of increasing brand loyalty and making implications changing the way of consumer buying behavior. It has required a change in the way to develop brand loyalty as well. As per the view of Ismail et al. (2020), it has an effective chance to the sale of the new product to the existing customers and less chance to bring the new consumer the purchasing.

Social media plays an effective role between the cohort and the luxury brands and also helps them in creating brand loyalty among consumers as well. There are several strategies that has been used to make an implication on increasing brand loyalty by the company with the use of social media marketing as well.

The above figure has an effective reflection on showing the required result and has accumulation on using social media for brand loyalty as well. Each of the factors has been effectively discussed in brief.

Brand Satisfaction

Brand satisfaction has the most required factur as the buying behaviour of the consumer has been mainly influenced by proper satisfaction. The consumers have the main motive to be satisfied with the product by using it and making changes in their perspective as well. As per the view of Helal et al. (2018), brand loyalty has been affected due to appropriation in brand quality. In that case, the company has to make a reflection on producing the product and create effective changes to provide effective and satisfying quality to the consumers as well. The major implication and changes in the consumer effect by the proper delivery of the product quality to their consumers as well.

Brand trust

Brand trust plays a significant role in the implication of the required work to build up the brand commitment by the consumer toward the brand as well. It has been mainly effective as the company can require to build up the trust of the consumer by providing an effective quality product and making implications on changing their buying behaviour as well. As opined by Bazi et al. (2020), required changes in consumer behaviour for purchasing have been mainly affected by reducing the consumer's trust in the particular brand. Brand trust has been significantly related to building up the consumer's commitment and amke changes in the way established most effective impact on the consumers as well.

Brand relationship quality

Brand relationship quality has been an effective factor that can make difference in brand loyalty and create an impact on changing the way to deliver services to their consumer. The effective changes in the way to provide the service to their customer have also created a positive impact and amke changes in the way to build the entire work in an appropriate manner. As per the reference of Djafarova and Bowes (2021), effective changes in the quality are important but the company has also required effective representation and spreading a positive vibe toward their consumers as well. Proper analysis and review of the behaviour of the company staff with the consumers matter the most for a revisit of the consumers and increase of brand loyalty as well.

Social media marketing attitude

Social media marketing has been the most required platform, on which the coampny acn make effective advertisements to increase customers. It has been effectively used by the coampny to amke the required reflection on changing the way to accumulate the consumer's buying behaviour and their preference. The attitude of social media marketing refers to the post that has been forwarded by the company to the consumers and makes changes in the way to attract customers. It has required by the coampny to deliver informatics and positive information related to the brand that can amke changes in the way consumers understand as well. As per the author's view Ismail et al. (2020), the company has required to consider several aspects in terms of social media marketing as “entertainment, customization, trendiness, purchase intentions, interaction”. Customization in the way to provide effective information about the product has an effective implication on changing the customer's preference to increase brand loyalty in an appropriate manner. On the contrary, it has needed to change the way to provide integrative changes in the way to deal with the consumers in an effective way.

2.7 Gap analysis

A proper review of the analysis of the major “ influential role social media plays in bridging the gap between Gen Z and creating loyalty towards luxury brands” has been properly accumulated in the literature review. Gap has been mainly anlaysed in terms of collecting information related to creating brand loyalty over luxurious brands. The gap has been accrued at the time of reviewing the major relationship between brand loyalty with the social media marketing. In the literature review, the effective implication and impact of social media on brand loyalty have not clearly discussed as this can be an influential factor in terms of promoting the effective review. Another major gap has been analysed in terms of less time which has affected conducting the proper research.

2.8 Summary

It has been summarised that the valuation of the “influential role that social media plays in bridging the gap between Gen Z and creating loyalty towards luxury brands” has been effectively discussed with the use of effective information. It has mainly used the three luxurious companies “GUCCI, Balenciaga, and Louis Vitton” and analysed the required gap between Gen Z and these luxurious companies as well. It has effectively analysed the changes in the sales value and changes in the market shares of these companies with the proper implementation of these Gen Z. It has effectively targeted the consumer of Gen Z and has an implication on major changes in the work in an appropriate manner. The effective analysis and their work integration for increasing brand loyalty with the use of social media have been discussed in an appropriate manner. It has also used theories and models for a better understanding of the topic and those are the “Race model and Generation theory of marketing”.

Chapter 3: Research Methodology

3.1 Introduction

Research methodology can be described as the theoretical and systematic discussion of all the suitable methods that are to be applied by a researcher for the collection of data to complete a research study. The third chapter of this study played a significant role in the selection of appropriate research tools as well as techniques for the collection of relevant data that is authentic. The research methodology further focused on the effective utilisation of several tools incorporated in this methodology along with designs for the allocation of proper data which helped the researcher with the analysis within the research study.

Henceforth, the confirmation concerning the required tool used for the purpose to complete this research had been essential for meeting the needs of this study. Additionally, the utilisation of appropriate incorporation of research methodologies can be deemed essential to resolve the overall complications concerning this research study that has helped the researcher in the identification of relevant answers for the required research questions.

3.2 Research Philosophies

Philosophies that are utilised in research study concern an efficient process that relates to gathering, analysing and usage of suitable data. This further deal with the collection of efficient nature, source and development of important knowledge along with ideas which appear to have been proficient while the process concerning the research study. Research philosophy helps with the formulation of beliefs along with assumptions for the analysis of the rich and essential data related to this research topic. This helps ensure the involvement of a “proper identification process” based on the “core research strategy”. As mentioned by Abu-Alhaija (2019), the key research philosophy types that can be incorporated into studies are realism, interpretivism and positivism. The research philosophy of this study is interpretivism.

Justification for the selected research philosophy

The interpretive philosophy research explores human thoughts and their respective actions within organisational and social contexts. Thereby, the interpretivism philosophy allowed to subject to better understanding processes playing their key role in the social world. Based on the suggestions of Ryan (2018), an interpretivism philosophy applies a practice and framework within the context of social science where research had invested in methodological and philosophical methods to understand social reality. An interpretivism philosophy has been benefiting the researchers to highlight the roles that social media plays in Generation Z from the social context that bridges the gap present between them and loyalty to luxury. Thus, an interpretive nature of the research philosophy has fulfilled exploring human thoughts of Generation Z to identify their actions towards brand loyalty for luxury products. Social contexts had been fulfilled by assessing the human thought of gen Z individuals and the organisational context had been fulfilled by assessing the luxury brands. Furthermore, an overall assessment of social media’s role in bridging the gap had been evaluated with the allocation of appropriate data.

3.3 Research Approach

The research approach can be referred to as a process that is selected by the researcher for the collection, analysis as well as interpretation of data. There are mainly two major types of research approach, namely, deductive approach and inductive approach that are used by researchers within their study (Frew et al. 2018). A deductive research approach has been selected for the completion of this study by solving the research questions after testing general scientific facts to formulate specific research-related answers.

Justification for the selected research approach

A deductive approach in research helps a researcher in the appropriate analysis for accumulating relevant data which can be related to the research topic. Comparatively, an inductive approach enables the refreshers for conducting research effectively by developing a specific theory. This research has been aiming to test an existing theory, to identify the specified roles projected by social media in bridging the gap between generation Z individuals with luxury brand loyalty. Thus, the deductive approach incorporated in this research has helped to move from general observation to specific ones and highlight only social media’s function in bridging the gap. The researcher reached the conclusion to this research topic with the deductive reasoning procedure with true and logical conclusions to complete the scientific investigation.

3.4 Research Design

A research design can be referred to as the overall strategy utilised in research where the researcher had been considering synchronizing diverse components in a coherent and logical manner. The research designs are framed suitably to address the research problems and questions as this constitutes a blueprint concerning collection measuring along with the analysis of data (Dannels, 2018). The major types of research designs that are utilised within the study concern an “exploratory research design” which helps in the identification of various impediments which can be associated with the research topic based on the contemporary research study. Other than this, an “explanatory research design” helps ensure the researchers for the identification of research requirements along with complements concerning finding research solutions that help to deduce profound conclusions. A “descriptive research design” is considered to be a study that helps depict participants appropriately with logical descriptions (Siedlecki, 2020). In this study, the researcher has utilised the “descriptive design”.

Justification for the selected research design

A descriptive design has been decided by the researcher for implementation as this method involves both independent and dependent variables along with controlling the variables that are prevalent in the study. Additionally, with the incorporation of descriptive design, the researcher had been able to gather significant secondary data to be interpreted relating to the role of social media that it plays in bridging the gap between Gen Z and creating loyalty towards luxury brands. As qualitative data from secondary sources have been used for framing answers concerning the research questions, it has helped the researcher to find rich elements to describe the real-life experiences of the researchers (Aroche, 2022). The incorporation of a descriptive design within “social science research” helps understand human behaviour relating to the growth of gen Z in terms of market share and project analysis on Gen Z preferred brands.

On the other hand, it can be said that the researcher rejected using an exploratory design because this only takes into consideration the background of the research study. Furthermore, this does not specify any factors which can be included in this research study. Moreover, the explanatory design had also been rejected by the researchers as this provides limited facts and information relating to the research topic. In this particular design as well there is an absence of uncontrollable factors that helps to find additional information relating to answering core research questions. Thus, the descriptive design incorporated effective methods intended to investigate the connection between luxury brands and Gen Z.

3.5 Research Methods

A research method within a research study relates to the methodology for the collection of data and then analysing same to frame suitable answers relating to the research questions. As per the suggestions of Browne et al. (2019), research methods can be described as the strategies, techniques and processes that are utilised for the collection of data and evidence to meet the research objectives.

Justification for the selected research method

The qualitative analysis had been selected to be implemented for the collection of essential data from diverse perspectives based on the secondary data collected by the researcher. Comparatively, the quantitative method for analysing the data has not been selected as a quantitative format is best applicable for the collection of numerical data related to the topic based on “real-life statistical data”. The researcher benefitted by incorporating a qualitative method to provide rich descriptions and track unique events thereby illuminating the overall experience to interpret the events projected for examining the use of social media by luxury brands to reach Generation Z.

3.6 Data Sources

In a research study, data sources are referred to as the places from where a researcher can collect relevant facts and information to answer the research questions (Gutierrez-Osorio and Pedraza, 2020). Data sources can either be primary, secondary or mixed (both secondary and primary). For the dissection of appropriate information to be incorporated within the study the researcher selected the secondary data sources by collecting data from websites, academic journals and articles.

Justification for the selected data sources

Secondary data had been collected from different articles, journals, archival sources, authentic academic books and websites. These had been related to the identification of the important role social media plays between this cohort and the luxury brands, helping create brand loyalty. On the contrary, the researcher had not selected to generate data from a primary source as this is expensive and time-consuming having difficulties collecting data. The “secondary data analysis” or archival study has been selected by the researcher as this helps the identification of probable knowledge gaps that can serve as the basis for future systematic investigations (Cole et al. 2018). The secondary research method helps researchers to leverage secondary data attempting to answer the research questions that examine alternative perspectives of an original question.

In this research study, the researcher had chosen a secondary form of research method for the identification of the present knowledge base and then provides useful and powerful insights within the research to understand the connection between luxury brands and Gen Z. Furthermore, secondary research methodology provides a strong foundation to establish the answers relating to investigate the connection between luxury brands and Gen Z as well as how these brands use social media to cultivate brand loyalty in this generation.

3.7 Research Strategies

A research strategy can be illustrated as step-by-step planning containing various actions that are required to be fulfilled by the researcher while conducting the research. This helps provide directions to the researcher’s efforts and thoughts which enables the conduction of systematic research and produces scheduled quality results with detailed reports. Thus, the research strategy that has been incorporated within the research can be described as a systematic process resting on the process by which research will be conducted for solving the inquiry problem. As opined by Rong et al. (2020), there are multiple research strategies like experiments, surveys, case studies, action research, grounded theory, ethnography and archival research to be incorporated within a study. Based on the requirements of the research, the researcher has selected archival research along with grounded theory to complete framing answers to meet the research questions.

As the research has been based on the derivation of secondary data sources the archival sources have been referred to for data generation. The research strategies are predominantly created by the researchers after considering the aims and objectives that are underlying the research (Mottron, 2021). Thereafter, the researcher has chosen the Thematic type of research strategy for understanding the connection between luxury brands and Gen Z. Identification of the population was chosen to be Generation Z individuals, being born between 1997 and 2021, the current age of 10 years to 25 years. The appropriate methodologies used for the collection of data are chosen to be secondary sources helping to assess the significance of social media to this demographic and how this has been affecting their behaviour relating to purchasing has been further clarified by this study.

3.8 Timetable

3.9 Research Limitation

The research has been limited to the utilisation of secondary data sources only thereby ignoring the derivation of results from any primary sources. This has projected a clear limitation as it has been difficult to assess the facts of this research study without the derivation of authentic and current data that would have helped to understand better the connection of Gen Z and their loyalty towards brand loyalty along with evaluation of social media’s role. This study has been deprived of analysing any numerical data which would have incorporated the uses of quantitative data analysis.

3.10 Summary

In summarisation, it can be propounded that the chapter on research methodology can be considered a vital stage within research that illustrates the entire process following by which the research will be conducted. The research involved an interpretivism philosophy and deductive approach to be formulated within the descriptive research design. A qualitative research method based on secondary data sources had been beneficial to identify the importance of social media between the cohort and luxury brands helping to create brand loyalty. Thereafter, the research strategy outlined the individual perspectives covered by the researcher while framing the research methodologies that had been incorporated in finding appropriate answers to meet the research objectives in return.

Chapter 4: Data analysis and discussion

4.1 Introduction

Data analysis can be explained as the practice of inspection, sorting, cleansing, modelling and transforming the data to find useful information to form informed decisions. The required information for this study is sourced using the secondary research method. The data that has been collected and curated has been analysed by the secondary method of data analysis. In this study, the analysis has been conducted on a vast range of data and the perspective of Generation z consumers on the value of luxury brands products has been analysed. The result of the analysis has been used and summarized to develop effective decision-making.

4.2 Secondary data analysis (Themes)

Theme1: The value consciousness and engagement of luxury brands among the consumers of generation z

“Generation Z” is the generation of digital natives they are generation which is post-millennials. These people were born after 1995 or in 1995 which outlines that most of them are in their teens. This generation grew up in a time an environment that has a better connection than those who have lived without the internet. Generation Z is educated not only in academics but in terms of technology as well most of them are well versed technically speaking.

The consumers of this generation intend to get the optimum experience of the brand value in the context of the experience and status symbolism. The author (Athwal et al. 2018) has said that the generation can pose as a loyal range of consumers to some brands but their loyalty and preference can shift with the shift of market trends. The generation has less loyalty towards specific brands as they intend to get to enjoy oy the specific experience specific brands has to offer. The span of attention and interest engagement of generation Z with a typical product is very limited. The new range of advertisement, the concept of fast, affordable fashion and the changing trends makes the engagement of consumer of this generation with the brands all the more volatile.

According to the opinion of (Kim et al. 2020), they have their specific client persona. Their range of products is different in terms of designs and campaign ads made by the companies. Consumers can choose the brands that they best associate themselves with in terms of the persona and the vibe of the brand presented through the campaigns. The consumer of this generation receives the value of the product from this artificially created persona and the compelling content created by the brands. This identity and persona give them the scope of expressing themselves. The brands build a relationship among the consumer using this measure of individual differences with the other brands.

Theme 2: The experience of luxury brands and the relationship quality among the Generation z

The author (Shin et al. 2021), luxury brands can give the consumer multi-dimensional experiences. The resources serve to provide the consumers with a sense of self and enrich the consumers in the process of self-expansion. The experience that consumer gets from using luxury products is the clothing, accessories, jewellery or other products given to enrich the consumer and increase the evaluation of the brands in the mind of the consumer. The Gucchi, LUI Vuitton, Balenciaga and similar luxury brands crt has separate and unique identification their brands derived from strong motivation and ethics of providing the consumer with qualitative products.

The quality of products has made this brand all the more attractive to consumers as it has provided experiences and strengthened its novelty. The author (Ismail et al. 2020) even though The “Generation Z” experience with luxury brands does not depend fully on the brand's relationship with the quality. The relationship between the brands and quality increases the attractiveness and increases the desire of the consumer of this generation to engage more with the brands. The brand achieving the attention of its target audience and still maintaining the motivation of improving the quality of goods and services motivates the consumer.

According to the opinion of (Bakir et al. 2020), this generation focused more on the experience but is attempting to broaden their sense of valuation of the products. The desire of acquiring the products was related to self-satisfaction and was often symbolic of the practices of luxury brands that heightened the sense of sleeves. The Gucci, and Balenciaga these brands no longer offer conspicuous or hedonic advantages any more they represent opportunity. These brands influence the perspectives of the individuals and the concept of self-content some even discuss the aspect of consumption from moral grounds as well.

Theme 3: The evaluation of the emerging trend of luxury through the lenses of Gen Z consumption

The consumption of luxury products has been researched for long period and the effect of t the evolution of society has been considered in this research as well. The perspectives of the challenges and shifts in the current times in contrast with the traditional concept of luxury have been studied. Traditional luxury brands such as Gucci, Balenciaga, and Louis Vuitton are over a century old has adapted to the new and effective cultural codes.

According to the opinion of (Pencarelli et al. 2019), the consumption of these luxury brands has developed and been recognised by implementing the codes of differences that have been identified in the analysis.

The author (Cavender,2018), has said that, that Gen z will be the most potent part of this group in the near future. The value and the personal drivers of being in the purchase of goods from luxury brands from the perspective of Generation z have been the most significant factor to be measured. Luxury brands are also adamant in understanding and catering to their ideas and requirements as they are the ones who are and will be the biggest supporter of the brand once they align their personal values with that of the brands.

The shift seen in the competition of the consumption of luxury brands in the market is not only dependent on the culture of the youth. Emerging trends such as the flexible work environment, digital technology, travel growth, and multiculturism all have affected the consumer mindset related to the purchase of luxury products. The theoretical and qualitative data collected in the research has helped in confirming the preferences of young consumers in the consumption of luxury goods.

Theme 4: The challenges faced by luxury fashion brands in engaging consumer perception and satisfaction of Generation Z

The challenges that luxury brands have faced in understanding the preferences of the consumer of the young generation have been quite significant. These brands have existed for over a century the consumer of that time and the time of its incorporation has different values and perceptions from now.

The differences between the changes of perception m among the different levels of a consumer of this generation in terms of income have been assessed in this section. The consumers having differences in their levels of income has differences in the perception of quality and value in these luxury fashion brands. According to the opinion of (Koksal, 2019), official - commerce sites and social media and online advertisements have a great influence on the consumer of generation Z. The study has focused on the consumers who have already purchased products and items from high-end luxury fashion brands.

The study has assessed the consumers who again purchase the products from the o e-commerce sites to understand its influence. The crowd visiting the official outlets and the official websites has been evaluated as well to understand the preferences of the consumer. The quality of products is the same4 irrespective of the source it has been purchased. The number of consumers visiting and utilizing different sources of getting the products gives the brand an outline of the behaviors and responses of the consumer and modifies their services accordingly.

The Findings from the analysis have outlined the facts that the nine kinds of e-services from the quality diminution have been effective in attracting the consumer of this particular generation. The author (Dogra, 2019), a consumer with a high level of income has derived satisfaction from the services offered by e-commerce websites. In the case of the consumer who is of m middle or low level of income for them, the trust and personalization factor was the most crucial. The consumer of these specific criteria preferred the outlets and showrooms of luxury fashion over the convenience of online platforms.

Theme 5: Exploring the role of visual aesthetics used in social media by luxurious brands to extend to Gen Z

Visual aesthetics is one of the key factors that can help in the growth of the brands that reach potential customers. This is primarily a source of focus for Gen Z so the attraction towards a visually aesthetic profile or store is more. Content that is visually aesthetic can help reel in prospective customers and help create engagement with the brand are beneficial (Kusumasondjaj

a, 2019). Luxurious brands like Gucci create a lot of content on their social media, especially Instagram where the aesthetic factor is the key ingredient for popularity.

The above-mentioned Figure 4.1 contains the bar graph for the total number of interactions on Gucci’s social media. There are near about 33.7 M followers that have been identified of Gucci and near about 31.5 M followers of Louis Vuitton in their Instagram. This can be seen that the brand’s level of interaction that was recorded where the most engagement was in the afternoon. The aesthetic factor can also contribute towards the visual marketing for the brand that is easy and effective in reaching out to the customers. According to the opinion of Dobre et al. (2021), visuals are the method through which it can play the role of communicating the message with pleasant artwork on social media. In today’s world, the fashion world is not only responsible for creating clothes that can help set the trend but also for the quick pace. Gen Z wants something new and quick, but a story transitioned on each of the posts.

The main objective of the use of social media by luxurious brands is the effective use of social medial marketing. The author Lee and Youn (2020), has said that the primary focus is on the creation of a type of “exclusive lifestyle”, “luxury marketing” is intended for the value-added customer experience that is on the basis of “brand storytelling”. The luxurious brands use celebrities that attract special attention for content creation that can be both engaging and entertaining. Louis Vuitton, Gucci and Balenciaga are one of the most influential brands that have the most aesthetically pleasing posts on their social media accounts. This indicates that use of social media tools, companies can easily target their customers effectively.

Theme 6: Motivational factors of Gen Z customers to interact with luxury brands on social media platforms

The most important factor that is considered is customer engagement which is a critical factor for the promotion of luxurious brands. As per the viewpoint of Bazi et al. (2020), there are several drivers, such as behaviour and emotions that can be considered for the interaction of the potential customers on each of the social media platforms of the brands. The structured analysis of the customer’s cognitive motivation as well as the emotional and behavioural engagement. The analysis of Gen Z’semotional engagement with the social media of the luxury brand is measured.

The perceived advantages that can analyse the value of the luxury brand as well as the use of social media utilization. The objective is to help with the recognition of the compatibility between the luxury brands' values and the particular values of the social media account. Another factor that can be assessed with the motivation of the customers with the posts of the brand is the polls created (Creevey et al. 2022). The polls are regarding the selection of the most appropriate design or clothing that is appealing to Gen Z, the total number of views and the vote can be measured. The total number of interactions can help analyse what kind of posts should be posted or not on social media that can help interact with the consumers. Social media influencers are also one of the motivational factors that can engage the customers to interact with the actual post of the brand (Koch et al. 2020). Celebrities wearing the apparel or using the photos of any popular actors can help increase post engagement. This denotes that the companies can target Gen Z consumers with the help of social media accounts.

Theme 7: Customer brand engagement is used by social media to help create a link between the luxury brand and Gen Z

The role of social media is the effective use of social media and digital marketing that can help create brand value. This can help create a separate position in the market that can help set them apart from other competitors. As per the opinion Sun et al. (2021), the customized and specific design of the luxury brand and the image in the market is one of the steps that can appeal to Gen z. Louis Vuitton posts its new selection on its Instagram stories where the website is attached. The use of clothing and shoes with unique designs is also another factor in popular movies and series which are mostly targeted towards Gen Z is featured.

Popular scenes are used in the social media account with an interactive event that asks for the opinion or in the form of a popular meme. This is the way the brands can create a link between the luxurious brands the Gen Z consumers. The level of understanding and the aligning connections with the emotional state and behavioral state is used as an advantage (Molina-Prados et al. 2021). There is also the use of contests and giveaways that can help increase the engagement percentage of the social media account. There is also the involvement with social causes or charity that is a bonus point used for expanding the Gen Z consumer base. Along with the aesthetic factor the inclusion of the minor communities and social causes that are posted on the social media account. This can also increase the level of interaction on each of the posts of the luxurious brands (Dogra, 2019). The involvement with the minor communities and other social causes can make the consumers think that there is an area of resemblance. This indicates that with the help of consumer brand engagement there can be a link created between the brand and the potential consumers.

Theme 8: The alluring activities of the social media accounts of the brands that influence the purchase intentions of Gen Z

The data has been collected from various social media accounts of the luxurious brands where the Gen Z data has been collected. As per the opinion of Athwal et al. (2018), there are various activities that can be seen in social media accounts which have an impact on the purchasing behaviour of Gen Z consumers. The shop or the website link of the brand that is linked with the posts, stories or polls is another factor that the consumer does not require the use of going separately elsewhere (Mergillano et al. 2022). Social media has a strong connection with mental health which is a big and important issue. The triggering of retail therapy is one of the key factors that has helped shaped the way of the purchasing behaviour of Gen Z consumers.

There are studies that have been conducted that have shown that there is a strong connection between purchase intention and the use of social media uses. The above figure shows the major brands position under the required ranges from 0 to 35. In today’s time, the use of social media is looked at as a normal phenomenon and this is mostly seen in the Gen Z base hence the brand's targets (Jurén and Kallenberg, 2022). There is a requirement by Gen Z that there should be easy access to online shopping experiences and also entertainment hence the use of reels on Instagram is beneficial. Almost all the major brands like Gucci and Loius Vuitton post reels that show their new collection for the season. Digital marketing is done in such a way that ignites the purchasing intention of the viewer (Naruetharadhol et al. 2022). The activities that are also considered for the purchasing intentions are using social media apps as the marketing channels which is an effective way to help increase sales. Gen Z has multiple social media accounts that are all interconnected where looking up one of the items of the brand can reappear on another site.

4.3 Discussion

The value consciousness and engagement of luxury brands among the consumers of generation z

The market that is targeting Generation Z has to stay on its toes as their attraction, engagement and value consciousness are different from previous generations. According to the opinion of (Francis and Hoefel, 2018), these new generations are highly attached to luxury products and bands. This generation perceives and expects higher expectations from the brands of their liking. According to the literature review luxury brands have targeted the consumer of Generation z as they have the largest potential market share of 40% in the future. The brand has identified the purchasing power of Gen z to be a crucial part of f its customer base and wante4ed to increase the loyalty of these customers by concentrating focus on them. However in order to do so brands such as Gucci invested in improving its work culture and advertising t strategies. The attainment of the attention of Gen Z is quite challenging and as a result, the advertising cost of these brands has increased substantially.

The experience of luxury brands and the relationship quality among Generation z

The brands have stretched from the quality of products with outs making any compromise on sites after achieving unparalleled brand recognition and consumer engagement all around the globe. The author has identified the relationship of consumers of generation z with the experiences of and their perception of Quality. The evaluation and the p ideologies of the consumer regarding the overall product experience from the luxury brands have been measured by the companies. The value of luxury products has been asses as to be not fully quality oriented. The company has maintained it quality of its products and has addressed the preferences of the consumer by implementing effective marketing strategies. This has affected the mare business of the brands and has increased their volume of production. The revenue sales of these brands have increased looking at the number 2021.

The evaluation of the emerging trend of luxury through the lenses of Gen Z consumption

According to the opinion of (McCormick and Ram, 2022), The extent to which the consumer of luxury goods even evolved and the attributes made by young consumers have been assessed in this section. The young consumer of the generation has redefined the concept and m meaning of luxury. According to the research conducted by the “GlobalWebIndex”, The majority of the purchasers of luxury goods are between the age range of 25 to 44 years. According to the literature review, the market share of these brands has increased looking at a 35 % increase in the revenue of Louis Vitton in 2021. The business has enhanced its marketing techniques by addressing the emerging trends from the position of the consumers of Gen z.

The challenges faced by luxury fashion brands in engaging consumer perception and satisfaction of Generation Z

The author Athwal et al. (2018), the perception of the consumer about the utility and the self-content in acquiring the product of these luxury brands have changed. The identification of the can ging trends and the evaluation parameters of the consumer of generation Z is significantly different from the previous generation of Millennial to a greater extent.

The luxury brands like Balenciaga, Gucchi and Luis Vitton provides the consumer with symbolic experiences all have their specific target audiences. Gucci which is an Italian brand selling items of fashion has been established in 1921 by “Gucci Gucci”. The company started as and manufacturer and focused on the consumers of the wealthy upper class. Blanchuiaga was founded by a Spanish designer named Cristobal Balenciaga in the year 1919. Louis Vuitton was older compared to these two founded in 1854. All of these brands started with different client personas.

In the literature review, the preferences of Generation Z global consumers and their implications towards the luxurious brand market have been examined. The influence of digital marketing such as the E-commerce websites, met averse, and Instagram has been analyzed (Mohr et al. 2021). The fast-changing trend and the mindset of the consumer have been influenced by effective marketing via social media platforms. As a result of effective marketing via the use of digital marketing and advertisement consumer engagement and, loyalty has increased the luxurious brands from analyzing the change in numbers.

Exploring the role of visual aesthetics used in social media by luxurious brands to extend to Gen Z

The concept of visual aesthetics is one of the important factors that are a concern for Gen Z. Hence, there is enough stress focused on the presentation of oneself which can be for the clothes they choose or their social media account.

Visual aesthetics is one of the strategies that has been effectively used as one of the strategies to promote products of luxurious brands. On the other, in the Literature review, there has been stated that “novel digital marketing strategies” has been implemented. According to the opinion of the author Gazzola et al. (2020), the implementation of this strategy is to fulfil the process of valuation for the demand of Gen Z consumers. Contrarily, the author (Kusumasondjaja, 2019), has stated that the visual aesthetic is adopted as one of the key factors for attracting Gen Z consumers.

The analysis of the various activities on social media accounts especially brands like Gucci, Balenciaga and Louis Vuitton that focus on aesthetic and brand storytelling have more sales from Gen Z. The analysis focuses on the main factors which are important to Gen Z which is the aesthetic feature of the posts that has an impact on the consumers. In the literature review section, this can be seen that the main focus was on digital marketing and not on the aesthetic and storytelling style of the posts. The effectiveness of the creative and visual communication can be more related to the preference of Gen Z consumers.

Motivational factors of Gen Z customers to interact with luxury brands on social media platforms

The interaction that luxury brand has used to increase interaction is public opinion on the launch of any new type of product or design change on social media. Technological development can help provide rich experiences that can be considered for the aesthetic, sensory, interaction socially and personalization factors.

According to the Literature review section, there has been the implication of the changes that can be established on Gen Z.As per the opinion Djafarova and Bowes (2021), the consumers of Gen Z are mostly acquainted with the use of phones, laptops and were raised through the internet. Hence this can be stated that the consumer group is used to and so the desires and the experiences are accounted for. On the hand, an analysis has been done on the motivational factors that influence engagement with the Gen Z consumers of the luxury brand.

Customer brand engagement is used by social media to help create a link between the luxury brand and Gen Z

Luxurious brands use top celebrities like actors and singers to help promote their apparel and accessories at various events. This is used mostly by digital content creators and influencers that increase performance and interaction with the posts on the social media accounts of luxurious brands.

This can be seen in the Literature review that consumer loyalty is considered to be one of the factors in the role of social media. As per the opinion Islam et al. (2022), the brands are focused on the creation of brand loyalty which targets consumer service and the quality of the product. Moreover, in the data analysis section, the luxury brand social media platforms are used for the creation of the gen link. The link is mainly focused on the establishment between the brand and the consumers of Gen Z that can help relate. The primary concern is related to customer brand management more than the brand loyalty that the Luxury brands focus on.

The alluring activities of the social media accounts of the brands that influence the purchase intentions of Gen Z

The activity that has influenced the most is the posting of unboxing videos of the brands' products. The unboxing of the goods creates a certain level of behavioural impact that ignites the consumers to make immediate purchases of the goods.

Social networking platforms are used as the main role that can be seen in the cohort and luxury brands for the creation of brand loyalty. The luxury brand focuses on Gen Z consumers and several strategies have been for social media marketing which is mostly on brand satisfaction and brand trust. Although the opinion by Athwal et al. (2018), states that the primary way is the incorporation of alluring activities that can influence the purchase intention. There are several activities that can impact purchase patterns as per Gen Z’s preferences and demands.

4.3 Summary

This chapter is completely based on the secondary and quantitative data analysis, that has demonstrated the influential role of social media that closing the gap between luxurious brands and Gen Z. In this chapter, the researcher has analysed several secondary data of the luxury brands and the journal relating to the influence of social media in Gen Z. The journals and the studies have demonstrated the significance between the social media that has an impact on the purchase intention of the potential consumers. There are many themes and issues that have been addressed in this chapter that can help highlight the main focus.

Chapter 5: Conclusion

5.1 Conclusion

Generation Z has likely to spend their time on different social media platforms which incites creates a significant link between the impact of social media on the social behaviour of Gen Z. social media has projected a creation of brand loyalty having social proof with an act of sharing videos, photos along with other informative content. This has reluctantly built trust among young shoppers as social media had been successful to bridge the significant gap between the relationship between Gen Z and brand loyalty for luxury brands. The impact of social media had tended to influence the brand positioning of the luxurious brand while at the same time elevating its sales profits. Since the building of the brands focuses on the sales vision of the future it is indeed essential for marketers to address the bottom line of the present scenario.

5.2 Linking with objectives

Linking with Objective 1: To understand the connection between luxury brands and Gen Z

One of the primary objectives that this research study focused on understood a significant connection which is present between the Gen Z group and luxury brands. From Chapter 2 of the literature review in 2.4, it had been identified how the luxury brands had targeted Gen Z in making changes in marketing processes to increase customer loyalty. In this context, from the discussion chapter, it had been highlighted that luxury brands like Balenciaga, Gucci and Louis Vitton had been providing their customers belonging to the gen Z group with symbolic experiences having special targets. This can be linked with the findings of data having critical evidence that had further depicted that Gucci had significantly invested in improving the work culture along with advertisement strategies.

From 2.4, it can be further identified that Generation Z has been more inclined the usage of modern technologies which are crucial to having an essential effect on luxurious brands that wished to bring forth changes in marketing processes. In this course, it was analysed that Gucci has won over the gen z and made implications in connecting with the consumer and helping in incising brand loyalty which had been highlighted with the sales growth percentages. As identified in Theme 1 of the data findings chapter it has been stated that consumers can choose the brands that they best associate themselves with in terms of the persona and the vibe of the brand through campaigns. The individual identity along with their respective persona had given them the scope of expressing themselves which the luxury brands have focused on majorly. The brands had been successful to build a relationship among the consumer using this measure of individual differences with the other brands.

This can be linked with the discussion chapter where significant evidence has mentioned that evaluation of customer ideologies had been leveraged with an overall product experience that the luxury brands have measured to increase their sales volume. Section 2.4 of the literature review chapter mentioned that Gen Z had a strong inclination towards the technological advancement processes which the luxury brands have adapted within their operations to bring about significant changes in the improvement of marketing campaigns. On the other hand, it can also be assessed that luxury brands have not only followed customer behaviour but also incited various unique fashion trends to change buying behaviour. Therefore to understand the connection remaining between Gen Z and luxury brands has revealed that luxury brands have increased their sales by establishing impactful relations.

Linking with Objective 2: To Examine the use of social media by luxury brands to reach Generation Z

An examination of utilising social media platforms that the luxury brands are associated with to target and reach Generation Z has highlighted that luxury brands had provided customers with multi-dimensional experiences. From the literature review chapter, section 2.5 had been highlighting the analysis of the use of social media by several luxurious brands. This has evidently projected the major effects on showing the required changes in the work to integrate customers and make changes in the company position. Linking to this objective, in the data analysis chapter it had been identified that visual aesthetics had been one of the key factors that can help in the growth of the brands that reach potential customers.

It can be illustrated in this context that visual aesthetics have immense effects on prospective customers that helps in the creation of engagement on social media platforms. Section 2.5 in the literature review has been further focused on Gen Z has mainly become one of the largest coherent for the global consumer as this makes effective implications on entering into the luxurious brand. This is because the inclination of technological advancement has enhanced the process of digitalisation in the marketing strategies and channels for showering effective results which is the reason why luxury brands have selected such channels to reach the potential customer base or Gen Z.

Linking to this, from the discussion chapter it can be identified that effective marketing processes like the utilisation of digital marketing campaigns and strategies implemented have made easier and more impactful results. This had furthermore resulted in the creation of advertisements for consumer engagement and has thereby had a direct impact on brand loyalty for the luxury companies which can be analysed by the changes in the numbers of sales percentage. It has further been analysed that Gen Z customers are deriving motivational factors from social media platforms which are targeted by luxury brands to the easy acquisition of potential customer loyalty.

Linking with Objective 3: To identify the important role social media plays in creating brand loyalty among the cohort

The objective of identifying the role of social media in building brand loyalty in consumers has been discussed in the 2.6 of Literature review. The objective of assessing the importance of social media in terms of influencing the loyalty of consumers towards luxurious brands has been discussed in the 4.2 part of the data analysis in themes 4, 6 7 and 8. Much research has shed light on the effectiveness of social media platforms in developing a connection between the brand and its targeted audience.

The luxury fashion brands Gucci, Louis Vitton and Balenciaga have identified the young youth of gen z to be their ideal target consumers. The dependency and involvement of Gen z with various social platforms such as Instagram, Snap chat, Face book, and telegram have been identified. And other social media channels are unparallel. The youth spends a high amount of time on social media for entertainment, and academic purposes. The companies have used social media platforms to improve their brand position by increasing loyalty among their consumers.

The company has been successful in enhancing its loyalty to consumers by advertising on social media and portraying thor brand as a qualitative and sustainable brand as well. On the contrary, social media did help in increasing consumer engagement by attracting the consumer toward all the good points portrayed in the advertisements. The perception of the consumers regarding consumer engagement has been identified as a challenge faced by the brands as well. Social media has helped in examining the behaviour of the consumer and has made the company implement effective advertisement strategies to understanding new trends and attract consumers in larger numbers. The moral of the consumer ion behind the purchasing of luxury goods has been evaluated and the self-content and the sense of self among the consumers have been improved. The motivation la factors reflected by the brands on social media have made the consumers motivated enough to inflict these changes.

The brand engagement with the consumers of Gen Z has been linked to the use of social media. The digital marketing is done through the various channels of social media makes the company to enhance its bra consumer engagements. The youth of the generation use social media not only for entertainment and building connections. Consumers are presented with the advertisement and can make their purchases from the instant link introduced in the advertisements. The s marketing strategies taken by the companies make the brands all the more alluring. The advertisements shown on the social media of the luxurious brand left a major influence on the purchasing intention of the consumer of Gen Z.

5.3 Recommendations

Specific The main focus for the luxury brand is the sustainability of the company and the expansion of the consumer base. Influence of Gen Z’s on purchase of luxury brands has increased the sale of brands. Brands need to develop partnership with Snapchat and TikTok influencers in order to attract more Gen Z’s. The brands can also flow over the “niche market” that can be aimed at decreased prices.
Measurable The completion of the objectives can be conducted with the help of a “cost leadership and social media marketing strategy”. The niche market can be achieved with the help of pricing strategies. The brand can be advertised in various social media and gain insights on retention of the Gen Z’s.
Attainable This can be attained by the revision of the prices of the products that can be only for niche markets. The brand models like the hybrid model can be used for the development of the brand architecture.
Realistic The main focus of luxurious brands is the influence over the various segments that can help expand the customer base. The growth of the luxury brand among the Gen Z’s can be evaluated on the basis of social media marketing.
Time-bound The objectives will take over 4-5 months to achieve the goals.

The data analysis was conducted on the information collected on the preferences of the consumer; the evaluation metrics used by the Gen Zs and influence them through social media has on their purchasing decision. The company has identified those Young consumers pursue the valuation of the brand in terms of the experiences they can devise from them and the sustainability of the brand. The company has utilized their sustainability status in attesting consumers to its brand. The strategy that has helped the companies to achieve their objectives has been identified as the “cost leadership strategy”. The strategies of revision of prices have been attained and realistic goals of the company have been estimated to be achieved in the time frame of 4 - 5 months.

Specific The luxurious brands can help increase customer loyalty through promoting their luxury brands with social networks. The success can be retained by keeping the existing consumers loyal to the brand.
Measurable Promoting brands through social networks can help in differentiating products and gain “Customer Lifetime Value”. “Customer engagement” through social media interactions can be used for consumer loyalty.
Attainable This can be obtained with the help of the upscale providers and gain wide audience especially Gen Z. The discounts on the basis of the last purchases can help increase the loyalty of the consumers to the brand.
Realistic Promotion through social network can help in building free perspective and develop loyalty among Gen Z. The brand's goal is an effective position in the market that can be achieved with the help of retaining existing consumers.
Time-bound The completion of the goals and objectives will be within 6-8 months.

Another objective specified by the company and sought after was to increase its consumer engagement. The company wanted to sustain its existing cost timer and increase while retaining Gen Z through social networks. The strategy that has been identified for the reatrai8nmnt was to provide the consumer with lifetime value. The interaction done in social media has increased consumer engagement and loyalty. The realistic goals of increasing the timer base and loyalty among the customers have been identified to be completed within a time frame of 6-8 months.

5.4 Limitations of the research

Certain limitations were faced during the completion of the research. These limitations have led the researcher to not be able to complete the research and meet all the requirements. Financial resources were also the major factor that created hindrances during conducting the research topic. Furthermore, there were not enough secondary sources that could have helped the researcher to analyze the influential role social media plays in bridging the gap between Gen Z and creating loyalty towards luxury brands. There was also a shortage of authentic books and journals which could have helped to finalize the research with a profound conclusion.

5.5 Future scope

There is a future scope of the research if primary research could have been conducted. Furthermore, the primary research could have helped the researcher to understand the real opinion of Gen Z customers and their brand preferences from social media. The primary research could have also helped to understand the gap between social media and its influence on Gen Z customers.

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