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Adnan, Malik; Yousaf, Zahid; Babar, Muhammad Qamar Zaman; Malik, Sher
Muhammad
Article
Social media marketing and emergence of
aspirational brand luxury: Female consumers’ buying
behavior in Pakistan
Pakistan Journal of Commerce and Social Sciences (PJCSS)
Provided in Cooperation with:
Johar Education Society, Pakistan (JESPK)
Suggested Citation: Adnan, Malik; Yousaf, Zahid; Babar, Muhammad Qamar Zaman; Malik,
Sher Muhammad (2020) : Social media marketing and emergence of aspirational brand luxury:
Female consumers’ buying behavior in Pakistan, Pakistan Journal of Commerce and Social
Sciences (PJCSS), ISSN 2309-8619, Johar Education Society, Pakistan (JESPK), Lahore, Vol.
14, Iss. 1, pp. 409-423
This Version is available at:
http://hdl.handle.net/10419/216877
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Pakistan Journal of Commerce and Social Sciences
2020, Vol. 14 (1), 409-423
Pak J Commer Soc Sci
Social Media Marketing and Emergence of
Aspirational Brand Luxury: Female Consumers’
Buying Behavior in Pakistan
Malik Adnan
Department of Media Studies, The Islamia University of Bahawalpur, Pakistan
Email: dr.adnan@iub.edu.pk
Zahid Yousaf
Center for Media and Communication Studies, University of Gujrat, Pakistan
Email: ZahidYousaf@uog.edu.pk
Muhammad Qamar Zaman Babar
Department of Media Studies, The Islamia University of Bahawalpur, Pakistan
Email:qamarbaber1983@gmail.com
Sher Muhammad Malik
Department of Geography, The Islamia University of Bahawalpur, Pakistan
Email: shergeo2000@yahoo.com
Abstract
Social media marketing has provided easy access to consumers. Luxury brands frequently
keep posted their collections and proceedings on social media with the aim to save
interest, engagement, create awareness as well as shape loyalties. This research is
conducted in three randomly selected cities of Pakistan. The population of this research
study involves all females aged 18 to 35 years and residing in Lahore, Karachi and
Islamabad. A multistage random sampling technique was used; a representative sample of
350 women social media users was interviewed. Results show that the most relevant
factors that seem to be affecting consumer buying behavior are social media marketing.
The chi-square test showed that there is an association between social media usage and
buying behavior. Regression analysis accepts the hypothesis that women buying behavior
is dependent on social media marketing as well. So it is concluded that women buying
behavior is influenced by social media marketing.
Keywords: brand luxury, female consumer buying, women consumer behavior, social
media marketing.
1. Introduction
Brand luxury is expended by exclusive class buyers as well as by the white-collar class
consumers. The rising white-collar class and young consumers, who have an
extraordinary disposable income, have begun utilizing these items. These consumers have
been instrumental in the higher development rate of the luxury market in Pakistan. These
Social Media Marketing and Emergence of Aspirational Brand Luxury
410
consumers are widely using social media to purchase branded products. Social media
marketing is the tool to attract consumers for luxury consumption. (Chevalier &
Mazzalovo, 2008)
Brand luxury purchases by women have been increased. This segment has inspired the
emerging class of digital natives to acquire more luxury brands. They make this market
potentially promising and lucrative. Unfortunately, we do not have exclusive studies that
have captured these elements. In the luxury branding literature, there have been studies
on the meaning and perception of luxury in different cultures, purchase behavior
processes, luxury buying behavior, the role of values, culture and socioeconomics in
affecting extravagance utilization levels of luxury consumption and consumption of
luxury by women. However, exclusive studies on aspirational brand luxury as well as the
starring role of social media marketing among women consumers in Pakistan are not
available in the public domain. Therefore, this study will fill this gap and comprehend the
emerging area and domain (Som & Pape, 2015).
1.1 Brand Luxury and Consumers
Brand luxury has developed as a conception since the ancient era as well as continues to
wield considerable influence on markets. It has generally been associated with premium
value, aesthetics, quality, paucity, individuality, super-flawlessness, particular antiquity
and inherited legacy, brand loyalty as well as subconscious associations. However,
scholars are unable to provide a universally accepted definition (Godey et al., 2013). This
is due to the particular as well as empirical proportions of extravagance. Added to these
dimensions is the complexity involved in assessing the role of social comparison and the
resulting pressures on consumers (Bogaerts & Pandelaere, 2013). This complexity was
further observed in studies of the perception of luxury and its relation to price display,
luxury consumption behavior (Bilge, 2015) and the types of luxury. Yet, the studies have
not led to substantiation and closure. Therefore, after assessing that the concept of luxury
is ambiguous and subjective, there is a need to understand different types of consumers.
Consumers focus on luxury products that are acquired by intrinsic and extrinsic
motivations, acting as antecedents and precedents (Eastman & Eastman, 2015).
Additionally, consumers not only believe in well-designed efficacy however in the
sensorial charm that a luxury brand is supposed to offer (Lisa & Turunen, 2015).
Consumers are prejudiced by exclusive understandings in addition to extraordinary
events at their personal level (Atwal & Williams, 2009). These experiences are
specifically related to the feelings of the individuals towards luxury brands (Keller,
2009). These spirits contain great excitement and pleasure (Sung, Choi et al., 2014). Of
equal importance to consumers are the dimensions of safety, communal endorsement as
well as self-esteem (Fujiwara & Nagasawa, 2015). To summarize, the motivations of
Adnan et al.
411
consumers for brand luxury products vary with their values, behavior and experience.
The experience and feelings for luxury brands have further evolved into a new category
known as an aspirational luxury.
1.2 Social Media Marketing and Brand Luxury
The social media marketing has given simple availability to buyers to sites of
extravagance brands. Luxury brands consistently update their accumulations and
occasions via web-based networking media with the target to earn a premium, produce
mindfulness, commitment and assemble loyalties. Also, design patterns are advanced
crosswise over websites and web-based life systems showing. Extravagance design
aficionados pursue blog updates and trust their locale individuals for tips and data (Kim
& Xu, 2013). Brand luxury purchaser conduct has changed measurements as a result of
advanced digital media. Luxury buyers wish to encounter the extravagance retail
experience on the web and from the solace of their homes. In the meantime, they are
additionally persuaded by utilitarian advantages. In this manner, extravagance style
shoppers consistently surf the web to discover explicit items and frequently contrast with
guarantee that they get the best arrangement; this component is significant for female
buyers (Garber, 2012).
Dodoo (2018) concluded that individuals have other underlying causes for liking brands’
Facebook pages. In this way a conceptual model proposing that individuals liked
Facebook brands to achieve specific virtual identities was developed and tested to address
the question of the latent motivations for liking brands on Facebook. The results
demonstrate the significance of brand personality in determining consumer behavior.
Trocchia et al. (2015) argued that aspirational brands are often used interchangeably with
the term “luxury brand.” Further, differences were found between Millennial and Baby
Boomers, men and women, and upper and lower income participants in terms of which
brands they consider to be aspirational.
Godey et al. (2016) explained that how social media marketing activities influence brand
equity creation and consumers’ behavior towards a brand. The study demonstrates the
links between social media marketing efforts and their consequences of brand
preferences, price premium, and loyalty too. The study also explores these relationships
by analyzing pioneering brands in the luxury sector.
1.3 Brand Luxury and Women Consumers
The purchasing power of women has enhanced significantly and Female consumers have
become more excited about luxury brands and are increasingly buying unexpected luxury
Social Media Marketing and Emergence of Aspirational Brand Luxury
products (Singh, 2014). This has ensured that women consumers now channelize their
time and resources in terms of experience, status enhancement and financial value. Thus,
women are increasingly purchasing luxury products to reward themselves, for gifting, for
ostentatious consumption, for investment and to express themselves. Women who
purchase extravagance items are powerful, affluent, autonomous and enthusiastic, and
frequently look for guidance from style networks. They are highly adept at using social
media to optimize their acquisition of luxury products (Schultz & Jain, 2013).
1.4 Social Media Marketing and Buying Behavior in Pakistan
Goldsmith and Lafferty (2002) said that the purpose of marketing is to attract people.
Approach-towards-the advertisements are helpful to understand the buying behavior.
Actual ad influenced the approach concerning the product and lastly towards to buy
purpose. Most women change their decision when they see new and glamorous items in
social media. There are some very common stages of the buying process in every
consumer decision first of all the most important factor is seen that are the basic needs of
a consumer and how she reacts to that need without the need for buying. A buying
decision cannot take place after getting informed about what she needs to buy. The
second important decision is to get information about the product or service that is a
consumer need to buy information that includes the features and qualities of that services
