Consumer perception of online publications

In today''s digital communication landscape social networks represent an important communication channel for brands. The general aim of this research is to understand consumer perception of luxury fashion brands'' social media posts. Specifically the following dimensions were analysed: information word-of-mouth trends personalisation interactivity brand value and purchase intention. Using the quantitative method two quantitative studies were carried out based on a questionnaire survey with the instrument based on the model by Yadav and Rahman (2017). In Study I the aim was to analyse the consumer''s perspective on the publications that luxury fashion brands make on social media. In Study II the aim was to analyse the profiles of social media users of luxury fashion brands.