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Asian Journal of Information and Communications 9(2)
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Asian Journal of Information and Communications

Relationship cultivation strategies in social media: how luxury brand corporations use Facebook Han Jia and Eyun-Jung Ki

  • Page:172-187
  • 2018-05-02

    

Social media such as Facebook and Twitter have become effective communication platforms which corporations use to share official profiles and official pages through which they build and cultivate relationships with customers, launch new products, promote brands, increase awareness, and so on. Luxury brands, as a special category in marketing, have also made use of the benefits of social media to manage relationships with their publics. This study examines how luxury brand corporations use their Facebook official pages to build and cultivate relationships with their publics. Through content analysis, this study evaluates how luxury brand corporations use six relationship cultivation strategies on their Facebook official pages. The results demonstrate that positivity is the most frequently used strategy, and share of task is the least used one. Moreover, the use of relationship cultivation strategies is different between luxury goods corporations and luxury services corporations. The findings can help luxury brand corporations make full use of Facebook official pages to improve their relationships with publics.

Keywords: luxury brands, luxury goods corporations, luxury services corporations, Facebook, social media, relationship cultivation strategies

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