The Influence of Social Media Engagement on Chinese Consumers' Intention to Purchase Luxury Brand Cosmetics

Abstract

Social media platforms have become primary sources of information for many individuals. Social media engagement has also slowly become a potential factor influencing consumer’s intention to buy certain luxury brands.  This study aims to extend the previous study by exploring the impact of social media engagement on the intention to buy luxury brand cosmetics. This study also successfully collected 254 responses from the Chinese consumers of luxury brand cosmetic products. The findings indicated that financial brand perception, social brand perception and social media engagement play important roles in affecting the intention to buy luxury brand cosmetic. These results also suggest that social media engagement can serve as a potential factor in influencing purchase intentions. The outcome of this study also contributes to the understanding of the role of social media engagement in the luxury cosmetic industry.