Social media and consumer behaviours toward luxury fashion brands: a study of Chinese consumers and the influence of online reviews

This thesis focuses on the influence of social media on the behaviour of Chinese consumers toward luxury fashion brands. Since the establishment of the country and social media, the consumption of luxury fashion brands among Chinese consumers has been reformed deeply. In light of the growing concern about social media and luxury fashion brands, this research explores the influence of social media on Chinese consumers of luxury fashion brands and the factors of social media that affect the consumption of luxury fashion brands from the perspective of consumers. This multiple-dimensional, qualitative study draws on image data of 176 images posted on Xiaohongshu, content analysis of 43 post contents and their comment exchanges, and 17 in-depth interviews. It investigates how Chinese consumers of luxury fashion brands influence one another on social media affecting purchasing behaviours.

This research shows that the influencing factors of social media to the consumption of luxury fashion brands are shaped by reformed consumer behaviours, the emergence of a content cycle to influence one another on social media. Findings from this research are supported by recently-collected empirical data from image analysis and content analysis, which has then been verified by the analysis of in-depth interviews. In addition, this study demonstrates that the spread of the proper attitudes about luxury fashion brands consumption are a significant driver of Chinese consumer behaviour toward luxury fashion brands.