Research on the Role of Social Media in Brand Marketing under the Digital Background - Taking Luxury Brands as Examples

The development of the digital economy has prompted the global luxury goods industry to show different development trends. The strategy of using traditional media for brand marketing can no longer meet the changes in consumer demand or cope with fierce market competition. On the contrary, the vivid and interactive information dissemination provided by social media has made it the core way of brand marketing. Therefore, this paper takes luxury brands as cases to explore the marketing strategies of enterprises on social media platforms, and then determine the communication effect on brand image. The social media marketing theory and marketing mix model will be used to analyze this research topic. This study applies relevant literature and marketing cases of luxury brands in the Chinese market to evaluate the impact of social media on brand operations. The results show that luxury brands are actively using social media to pursue innovative marketing strategies in the digital field and using digital traffic attraction to penetrate a wider consumer base. Especially in terms of online dissemination and offline communication, this provides a strong media competition channel for the marketing development of luxury brands.