Designing a Strategic Model for Changing Consumer Behaviour Towards Luxury Products Through Social Media

Abstract

Today, we are witnessing the advancement of science in all fields. In most parts of the world, everything is done scientifically, and we see many theories in various fields of science to advance in those areas. One of the topics that has received a lot of attention today is the watermarket and related issues. Consumers are the cornerstone of all water market activities. The aim of this study is to strategically model changes in the behaviour of luxury goods consumers on social media. In terms of purpose, this research is an applied study and is conducted using a qualitative method. The statistical population of the research, in the qualitative section, includes all experts in two categories: media and water market experts, and luxury goods buyers in the 18 to 35 age group who are active on at least two social media platforms, including Facebook, Twitter, Instagram, Pinterest, TikTok, and YouTube. They will be selected using a non-purposeful sampling method. Based on the results of this study, it was determined that the dimensions and indicators in creating a strategic model for changing consumer behaviour in social media include social influence and online interactions, brand perception and mental image, user experience and media content design, psychological and cognitive factors, trust and credibility in social media, digital shopping experience and decision-making process, water market strategy, and changes in behaviour , cultural values, and social norms.