THE IMPACT OF SOCIAL MEDIA ON LUXURY BRAND PERCEPTION AND CONSUMER LOYALTY AMONG INDIA'S YOUTH

Abstract

This research investigates the growing influence of social media on how Indian youth perceive luxury brands and how it shapes their brand loyalty. Given India’s large, young, digitally active population and the exponential growth of its luxury market, the study explores the dynamics between social media engagement and luxury consumption behavior among youth aged 18–30. The study adopts a mixed-methods approach, utilizing both primary and secondary data. The primary data were collected through a structured online survey distributed via platforms like Instagram, Facebook, WhatsApp, and email. A sample of 200 Indian youth provided insights into their social media habits, luxury brand preferences, and loyalty tendencies. Secondary data were sourced from academic journals, industry reports (e.g., McKinsey, Bain, Deloitte), government publications, and market studies from 2020–2024, following a systematic review methodology. Key findings reveal that India’s youth are highly active on visual and interactive platforms like Instagram and YouTube, which serve as major touchpoints for luxury branding. The study confirms that social media plays a pivotal role in enhancing brand perception, particularly through influencer marketing, personalized content, and digital storytelling. Youth view luxury brands not just as status symbols but also as expressions of identity and personal achievement. The analysis highlights five major Social Media Marketing (SMM) dimensions—Entertainment, Interaction, Trendiness, Customization, and Word-of-Mouth (WOM)—as crucial drivers of brand engagement and advocacy. These digital interactions significantly boost emotional brand attachment and consumer trust, which in turn foster greater brand loyalty and evangelism. The study also recognizes important demographic variations in brand engagement, as well as a shift from conspicuous consumption toward more intrinsic motivations like quality and uniqueness. Despite their aspirational nature, Indian youth are discerning consumers who demand authenticity, transparency, and value in brand communications. Several limitations are acknowledged, including the use of convenience sampling in the survey, the reliance on secondary sources, and the challenges of data generalization due to rapidly evolving digital trends. Nonetheless, the project provides meaningful insights into the strategic role of social media in luxury branding for emerging markets. 6 In conclusion, the research underscores that social media is not merely a communication channel, but a transformative force in building luxury brand perception and consumer loyalty among India’s youth. For brands aiming to succeed in the Indian market, integrating culturally relevant, interactive, and mobile-optimized social media strategies is essential to attracting and retaining the next generation of luxury consumers.