Assessing the Suitability of social media as a Marketing Tool for Luxury Non-Consumable Products in Small Businesses

This study investigates the use of Instagram and, Facebook by Indian small luxury brands for building brands and customer loyalty, with tight marketing budgets, on non-consumables like jewelry, watches, and furniture. Using a Mixed Methods design, the study used primary content analysis of engagement rates, qualitative sentiment analysis, and a consumer survey to represent primary consumer sentiment, with 16 small brand accounts analyzed. Conversion rate baselines were derived from secondary industry reports. Findings suggest that Instagram is most suited to provide high average engagement and is thus best for visual storytelling and community-building, with Facebook providing a little more conversion potential due to its targeting functionality. Consumer survey findings suggest that strategies like influencer collaboration, user-generated content, and flash sales drive engagement significantly, as supported by content analysis results. Challenges, however, include tight budgets, poor visibility, and difficulties in ROI measurement. Through showing how small brands can create brand loyalty and identity in the digital era, this study contributes to the nascent discipline of digital luxury marketing, with low-budget, platform-specific solutions for practitioners