This study, with regard to new ways of marketing in today’s digital world, has tried to analyze and evaluate the impact of marketing through social network sites as the most effective electronic word-of-mouth marketing strategy on tendency toward luxury brand or in other words, on purchase intent trigger toward this type of brand. It also outlines that “communication” policy plays a significant role on establishment of strong relationship with customers among luxury marketing mix strategies. The research has been done among users of social network sites that live in the north of Tehran (district nos. 1, 2 and 3). They are considered as social classes A and B, and there is high demand of purchasing luxury brands among them. The impact of structural factors of these sites, as well as demographic factors, with regard to the dimensions that reinforce the concept of “luxury” was studied on the tendency of people toward luxury brands. This study is considered as applied research, and the data collection method is survey-descriptive. The validity of the questionnaire was investigated by exploratory factor analysis through performing principal component analysis. Then the data analysis was conducted by structural equations modeling technique and also Spearman correlation test. At last, most of the hypotheses were confirmed and the results showed a significant impact of social network sites marketing on tendency to luxury brand. The research offers implications for developing effective marketing strategy through social network sites and helps luxury brand managers to build strong customer–brand relationship.

中文翻译：

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考虑到奢侈品概念的强化维度，分析社交网站和eWOM营销对奢侈品牌趋势的影响

这项研究针对当今数字世界中的新营销方式，试图分析和评估通过社交网站进行营销的影响，这是最有效的电子口碑营销策略对奢侈品牌趋势的影响，换句话说，就是，针对此类品牌的购买意图触发。它还概述了“沟通”政策在奢侈品营销组合策略中与客户建立牢固关系方面起着重要作用。这项研究是在德黑兰北部（第1、2和3号区）的社交网站用户中进行的。他们被认为是社会阶层A和社会阶层B，因此对购买奢侈品牌的需求很高。这些网站的结构因素以及人口因素的影响，关于强化“奢侈品”概念的维度，我们研究了人们倾向于奢侈品牌的趋势。该研究被认为是应用研究，其数据收集方法具有调查描述性。通过进行主成分分析，通过探索性因素分析调查问卷的有效性。然后通过结构方程建模技术和Spearman相关检验进行数据分析。最后，大多数假设得到了证实，结果表明社交网站营销对奢侈品牌趋势的重大影响。该研究为通过社交网站制定有效的营销策略提供了启示，并帮助奢侈品牌经理建立了牢固的客户与品牌关系。