Luxury, historically an exclusive, rare and elitist phenomenon, is changing. This is predominantly driven by technological developments, particularly social media, and the rising level of consumer empowerment in the marketplace. A maturing stream of research has emerged assessing the effects of social media platforms on luxury brands, offerings and consumers. However, there has been no comprehensive analysis of this extant literature synthesizing the current state of knowledge and postulating future research directions. This paper addresses this gap by utilizing a systematic literature review approach. A total of 115 articles were collected and analysed and five core themes were identified, examining (1) luxury brand strategy, (2) luxury brand social media communications, (3) luxury consumer attitudes and perceptions, (4) engagement and (5) social media's influence on brand performance-related outcomes. These themes are comprehensively explored to understand the myriad impacts of social media on luxury businesses before conceptualizing the themes as a holistic framework explaining social media's role within luxury. The framework developed highlights the fragmented yet progressive nature of research on the confluence of social media and luxury, and signals fruitful avenues for further inquiry. It is proposed that scholarly attention is directed towards multiple lines of inquiry, including social media's role in luxury brand construction online, social media's role in facilitating ‘moments of luxury’, younger consumers’ luxury consumption, as well as the integration of both future innovative technological developments and novel social media platforms within luxury branding.

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社交媒体与奢侈品：系统文献综述

奢侈品，在历史上是一种排外、稀有和精英主义的现象，正在发生变化。这主要是由技术发展推动的，尤其是社交媒体，以及市场上消费者赋权水平的提高。已经出现了一系列成熟的研究，评估社交媒体平台对奢侈品牌、产品和消费者的影响。然而，目前还没有对这些现有文献进行综合分析，综合当前的知识状况并假设未来的研究方向。本文通过使用系统的文献综述方法解决了这一差距。共收集和分析了 115 篇文章，确定了五个核心主题，研究 (1) 奢侈品牌战略，(2) 奢侈品牌社交媒体传播，(3) 奢侈品消费者的态度和看法，(4) 参与度和 (5) 社交媒体对品牌绩效相关结果的影响。在将这些主题概念化为解释社交媒体在奢侈品中的作用的整体框架之前，对这些主题进行了全面探索，以了解社交媒体对奢侈品业务的无数影响。所开发的框架突出了关于社交媒体和奢侈品融合研究的碎片化但渐进的性质，并标志着进一步调查的富有成果的途径。建议学术关注多方面的研究，包括社交媒体在在线奢侈品牌建设中的作用、社交媒体在促进“奢侈时刻”中的作用、年轻消费者的奢侈品消费、