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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior

An analysis of the role of Social Media and Influencers in shaping Marketing strategies within the Luxury Fashion Industry.

All responses are anonymous and will be used solely for academic purposes.


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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
1

Which Generation do you belong to?

A. Demographic Information
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
2

Your gender

A. Demographic Information
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
3

How often do you use Instagram?

B. Use of Social Media and Luxury Brands
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
4

Which social media platforms do you use regularly?

B. Use of Social Media and Luxury Brands
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
5

Have you purchased a product from a luxury fashion brand in the past 6 months?

B. Use of Social Media and Luxury Brands
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
6

Where do you get information about luxury fashion brands?

B. Use of Social Media and Luxury Brands
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
7

How strongly do social media influencers affect your opinion about luxury fashion brands?

C. Influence of Influencers on purchase decisions
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
8

Which type of influencers do you trust the most when it comes to luxury fashion?

C. Influence of Influencers on purchase decisions
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
9

Have you ever bought a luxury fashion product because it was recommended by an influencer?

C. Influence of Influencers on purchase decisions
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
10

How many Fashion influencers do you follow?

C. Influence of Influencers on purchase decisions
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
11

To what extent do you agree with the following statement: “Social Media strengthens my connection to luxury fashion brands

D. Brand loyalty and generational Comparison
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
12

In your opinion, which generation is most susceptible to influencer marketing in the luxury fashion sektor? Why?

Generation X (1965-1980), Generation Y (1981-1996), Generation Z (1997-2012)
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
13

What would a luxury brand need to do for you to follow them long-term on social media (e.g. Instagram)?

Examples: credible influencers, consistent content, product transparency, exclusive offers
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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
14

What are the reasons you trust or do not trust influencers when purchasing luxury fashion products?

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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior
15

What factors are most important to you when purchasing luxury brands?

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The Role of Social Media and Influencers in Luxury Fashion Marketing: A Cross-Generational Comparison of Consumer Behavior

Thank you very much for taking the time to complete this survey!

Your responses are valuable and will contribute to a better understanding of how social media and influencers impact consumer behavior in the luxury fashion industry across different generations.


If you have any questions or would like to receive the results of the study, feel free to contact me.


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