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Social Media Influencers and Luxury Purchases by IJAR JOURNAL is a document available to read on EtoBox.

This research article examines the impact of social media influencers on luxury purchases, distinguishing between status-driven and desire-driven motivations. The findings indicate that influencers primarily foster aspirational desires rather than directly driving purchases, with intrinsic motivations like self-reward being more significant than extrinsic pressures. The study suggests that luxury brands should focus on authentic, lifestyle-oriented influencer marketing strategies that resonate with consumer

Author

IJAR JOURNAL

Language

EN