How do customers of Gucci perceive its brand identity on weibo
Research Question: How do customers of Gucci perceive its brand identity on weibo?
Background:
The increasing use of social media among consumers and brands is playing a significant role in business today. More specifically, social media has been used for many brands to build brand identity. For this reason, more firms are incorporating social media in their marketing strategy as they strive to enhance their brand identity. Social media offers a platform where firms and consumers can freely interact, creating strong relationships between the consumers and brands. A number of studies show that luxury brands are leveraging social media to target a wider range of consumers. However, there is little evidence showing the how Chinese consumers perceive the luxury brands’ identity through the social media. Therefore, this research aims to analyse how customers perceive luxury brands’ identify, focusing on Gucci as a case study.
Research Method:
The method that will be used to collect data is interview. Because interview is more suitable to solve the “how” question. It enables the researcher to reveal deeply how Gucci customers perceive the brand identity on weibo.
The researcher plans to interview 5 customers. I will ask my friends who often buy Gucci products to recommend some respondents for the interview. The interview will be conducted through wechat video telephone so as to avoid face to face contaction. The researcher will communicate with each interview to determine the convenient time. Each interview will last 30-40 minutes.
Answer preview for How do customers of Gucci perceive its brand identity on weibo
Access the full answer containing 4350 words by clicking the below purchase button.