Perceptions of luxury brands on Tik Tok and understanding the impact of?Tik Tok's unique features on luxury consumers in today's digital world
Abstract
Luxury brands are branded products of high quality that offer an authentic connection and deep value to their consumers. In my exploratory research, luxury brands are perceived in a high manner by college aged students, but luxury brands do not fully engage with them. My research revealed that many luxury brands had only recently entered the world of social media. Social media is a critical tool used in engaging with young consumers. Because of their late entry into the world of social media we do not see much research on the perceptions of luxury brands on specific social media platforms. One of the social media platforms that has truly engaged with young consumers is Tik Tok. Tik Tok in recent years has reached over 3 billion users with their fun and unique videos. Content on Tik Tok is entertaining and casual and engages well with young consumers. Luxury brands have only recently entered onto the Tik Tok platform within the last couple of years. In order to better understand how luxury brands are perceived on social media I conducted a 22-question survey in order to understand how luxury brands are perceived on Tik Tok. This survey was conducted by 341 respondents from Oklahoma State University (100 male respondents, 195 female respondents, 3 Other, and 2 Prefer Not to Respond). This survey revealed how young consumers feel about luxury brands and their overall perceptions of them. This survey also helps to answer how Tik Tok can be used to benefit luxury brands to build relationships with young consumers. This study leads into future research on the importance of Tik Tok and other social media platforms in engaging and interacting with young consumers.