THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON STATUS-DRIVEN VS. DESIRE-DRIVEN PURCHASES OF LUXURY GOODS

This study investigates the differential impact of social media influencers on status driven versus desire driven luxury purchases.The research problem addresses the evolving landscape of luxury consumption, wheretraditional marketing paradigms are being reshaped by the pervasive influence of social media personalities.Utilizing a quantitative methodology, this study surveyed 41 participants to gather insights into their motivations for luxury purchases and their perceptions of influencer content. Key findings indicate a nuanced influence of social media influencers, primarily fostering an aspirational desire for an elevated lifestyle rather than directly driving purchases.Furthermore, the study reveals a strong inclination towards intrinsic motivations for luxury consumption, such as self-reward, over extrinsic pressures like social approval. These conclusions highlight the importance for luxury brands to craft influencer marketing strategies that resonate with consumers' internal desires and aspirations, moving beyond overt product promotion. The implications suggest a shift towards more authentic,lifestyle oriented content in the luxury sector,emphasizing personal fulfillment over mere status signaling.