THE ROLE OF SOCIAL MEDIA IN SHAPING MASSTIGE MARKETING STRATEGIES

Keywords:
masstige marketing, social media, influencer marketing, Masstige Mean Index, digital marketing

Abstract:
The paper focuses on the role of masstige marketing on the internet, with a particular emphasis on social media as a key tool for attracting consumers. The introductory section explores the significance of luxury brands as a foundation for understanding masstige strategies. Masstige marketing, which combines the prestige of luxury products with broader reach and accessibility, leverages social media to create a unique market position. These platforms enable brands to utilise influencers, corporate advertising, and content marketing to enhance visibility and engage consumers. Influencer marketing plays a pivotal role, relying on authenticity and transparency to build trust and loyalty among consumers. Additionally, the Masstige Mean Index (MMI) is introduced as a tool for measuring perceptions of mass prestige, providing brands with insights into their marketing success. This paper analyses how masstige marketing, through digital platforms, can balance exclusivity and accessibility, adapting to the evolving needs and expectations of modern consumers.

CITATION:

IEEE format

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L. Klevernić, I. Brdar, “The Role of Social Media in Shaping Masstige Marketing Strategies,” in FINIZ 2024 - Social Media and Contemporary Business, Belgrade, Singidunum University, Serbia, 2024, pp. 102-108. doi:  10.15308/finiz-2024-102-108 

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Klevernić, L., Brdar, I. (2024). The Role of Social Media in Shaping Masstige Marketing Strategies. Paper presented at FINIZ 2024 - Social Media and Contemporary Business. doi: 10.15308/finiz-2024-102-108

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