The use of Facebook as a means of marketing communication for luxury brands

Wioleta Dryl , Luciana de Araujo Gil , Tomasz Dryl

Abstract

The presence of luxury brands in social media is getting more intensive. Although the management of luxury product, requires the use of specific marketing tools, manufacturers of luxury goods undergo the current trends, engaging in activities such as blogs, tweets, social networks. Until recently, the presence on social networking sites such as Facebook, was considered in the category of threats to corporate reputation. Nowadays, many luxury brands treat Facebook as a mandatory tool of creating their image. The aim of article is the analysis of the activity of manufacturers of luxury goods on Facebook. Because of strong transparency of the fashion industry, the considerations set out in the article focus precisely on this sector.