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What is Article 3.4 What Impacts Consumers Behaviour Towards Luxury Brands An Exploratory Study about?

This study explores the impact of social media on the purchasing behavior of Digital Natives towards affordable luxury brands in the UAE. It aims to identify the factors influencing their attitudes and behaviors, emphasizing the role of social media in shaping consumer intentions. The research highlights the need for effective marketing strategies tailored to this demographic to enhance brand engagement and purchase decisions.

Author

davidtran.12052005

Language

EN