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Strategic Engagement and Brand Perception: An Analysis of Social Media Marketing in the Luxury Automobile Industry
- 1 University of Toronto
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Abstract
Internet marketing has undergone significant changes in the digital age, greatly influencing customer behavior, purchasing habits, and corporate marketing strategies. This research examines the impact of social media marketing on increasing strategic engagement and brand awareness in the luxury automotive industry, with a specific focus on Mercedes-Benz compared to other luxury brands. By conducting comparative analysis, case studies, and data analysis, this study demonstrates how luxury automotive companies employ social media content to enhance brand awareness and engage consumers. The results indicate that Mercedes-Benz’s comprehensive social media strategy, which includes visually appealing content and interactive campaigns, has successfully improved brand equity and consumer response. This research underscores the importance of implementing an advanced social media marketing strategy for luxury brands to uphold their reputation and cultivate long-term customer loyalty.
Keywords
Social media marketing, luxury automobile industry, brand equity, consumer engagement, Mercedes-Benz
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Cite this article
Xu,Y. (2024). Strategic Engagement and Brand Perception: An Analysis of Social Media Marketing in the Luxury Automobile Industry. Advances in Economics, Management and Political Sciences,105,47-54.
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Volume title: Proceedings of the 3rd International Conference on Financial Technology and Business Analysis
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