The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands

摘要

Driven by the theory of Veblen effect, need for uniqueness theory, cue utilisation theory, socio-meter theory and Brewer's optimal distinctiveness theory, this paper aims to provide an overview on the mediating effect of luxury perception on the relationship between social media marketing and purchase intention. The technique used for data collection was non-probability purposive sampling. The tests used were confirmatory factor analysis and path analysis using Amos and SPSS programs. The findings showed that the components of luxury perception, which are conspicuousness, quality, and hedonism partially mediates the relationship between social media marketing and purchase intention of luxury jewellery brands. However, two components which are uniqueness and extended self do not mediate the relationship. The study contributes significant value concerning the theoretical and managerial implications of how social media marketing affects the consumers' luxury perception, and how this perception can affect their intention to purchase luxury jewellery brands in Egypt.