DIGITAL MARKETING AS A STRATEGIC TOOL FOR LUXURY WATCHES (KEY IJP************459)

• Prince Raj

Abstract

The objective of this master thesis is to gain a deeper understanding of the correlation between social media marketing and the attitudes of consumers towards luxury watches. Specifically, the focus of this study is on Millennials, as they are the primary consumers of luxury watches and active users of social media platforms. The aim is to assess the impact of social media marketing on consumer attitudes through the lens of consumer-brand relationships, as well as examine the role of message nature within this framework. To construct the conceptual framework, various studies that individually explored the connections between the variables were combined. To accomplish these objectives, a survey was administered to 20 participants, and a social media analysis was conducted on three luxury watches brands. The findings confirmed the relationships among all the variables. However, the selected items did not align with the benefit-based messages identified by them Consequently, future research is encouraged to delve deeper into this construct and its relationship with other variables.