Działania komunikacyjne marek luksusowych w mediach społecznościowych a zachowania konsumentów
Social Media Marketing Activities of Luxury Fashion Brands and Consumer Behaviour

Summary/Abstract: In their article, the authors present the definition of luxury and luxury goods, and the recent data about the luxury goods market in Poland. In the further part, they present the results of research on consumers’ behaviour and attitudes to the use of social media in marketing communication of luxury fashion brands. The research results are a very valuable advice for companies to help them adjust the tools of social media communications to their target group. The article is of the research nature.

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