Digital Operations

Academic Research Firm

About the Research

 Title
“ Social Media Marketing Effectiveness for Luxury Brands”
Conduced for a UK based client.
Quantitative Research
Interviewee

 Senior Manager : Raheem Nayani

 Email: proactivelinkers@gmail.com
 LinkedIn: https://pk.linkedin.com/in/rahim-nayani-53147b57
 Experience: Assistant Manager Content Development Nexus Corporation Ltd.
 Assistant Manager Sales DANY Technologies
 Business Development Manager NAXLA
 International Business Development Executive (Kenya Region) SBT Japan
Research Objectives

 Some of the primary research objectives can then be classified as follows:

 • To examine how social media influencers create an impact on revenue of
a company
 • To analyze marketing potential of social media for luxury brands in terms
of customer engagement and customer retention
 • To evaluate the impact of social media influencers on brand equity of a
company
 • To identify opportunities through social media for co-creation and
collaboration for influencers and companies
Methodology

 The design of the research was aimed to be quantitative in order to be able

to follow the approach of deduction. The deductive approach allows the use
of current literature through analysis develops an assumption based on the
existing theories and forms a research plan to test the assumption (Wilson,
2010).
 The sample size was limited to 150 participants due to the unavailability of
time and restrictive resources.
 The target population were selected from the (City name) due to the primary
approach being the convenience sampling due to restrictive resources and
time limitation
Sample

 The Population of the research are the individuals who are classified as the
common purchases of luxury brands who are frequent or occasional buyers of
any luxury brand.
 The study was conducted by the method of Non-Probability and in particular
convenience sampling because of the nature of the topic being inherently
centric on the general effectiveness of the social media of luxury brands and
the extent to which the consumers are engaged in the social media marketing
of the luxury brands
 This allows the emphasis of the research to be the prominence of
generalizability and researcher selects subjects that are more readily
accessible (Zhi., H. L., 2014)
Results

 The results were not fully disclosed due to client confidentiality reasons
however the following general facts were summarized:
 93% of Consumer Engagement with Luxury Brands Happens on Instagram.
Branded content on Instagram consistently earned the most engagement
across social media. 
 Marketers must be mindful in navigating a world of increasingly vocal,
socially conscious consumers while safeguarding their brand against
controversies
Limitation

 A limitation however of this study can be the limited sample size, as we

opted for convenience sampling due to non-availability of time and resource
limitation. A more thorough investigation of these differences lies outside the
scope of this study and is a potential avenue for future research.
Ethical Consideration

 Ethical Considerations are a crucial component in research. Specifically, in a

research
where participants are involved in the process where data is being collected.
 Particular to this research, an ethical consideration was the full expression of
non-compulsion to the participants where no data shall be collected from
them unwillingly.
 Furthermore, the information collected from the participants was also not be
made public without including a consent form.
 This research also did take into consideration the ethical boundaries and
would ensure that no personal information is taken from the participant and
no information which would be irrelevant to the research would be collected.