As consumers spend more time on social media, brands can take advantage of this opportunity to better serve and communicate with their followers. Still, given the characteristics of luxury, luxury brands may be reluctant to use social media. To determine the extent to which Millennials and Generation Z consumers perceive compatibility between social media marketing and luxury brands, a purposive sampling technique was employed. We collected data from 303 Romanian visitors of the Facebook page entitled Do You Like Luxury? This page, with postings from luxury producers, was specially created and sponsored in order to raise interest in completing the questionnaires. For data analysis, we used statistical tests, including confirmatory factorial analysis, regression, and independent-samples t-test. Our research shows that, for Millennials and Generation Z, luxury brands are compatible with social media apps as marketing channels. Even in the case of inadequacy, managers can still use the facilities of digital technologies to depict exclusivity, emotions, and sensory experiences specific to luxury. Unlike other studies, which only focused on a few dimensions, we proposed a multidimensional approach of the perceived value of luxury and social media marketing. Moreover, this is one of the few studies to focus on Eastern European consumers.

中文翻译：

---

社交媒体营销和奢侈品牌的共同价值观。千禧一代和 Z 世代的观点

随着消费者在社交媒体上花费更多时间，品牌可以利用这个机会更好地为他们的追随者提供服务和交流。尽管如此，鉴于奢侈品的特点，奢侈品牌可能不愿意使用社交媒体。为了确定千禧一代和 Z 世代消费者对社交媒体营销与奢侈品牌之间兼容性的感知程度，我们采用了有目的的抽样技术。我们从名为“你喜欢奢侈品吗？ ”的 Facebook 页面的 303 名罗马尼亚访问者那里收集数据。该页面包含奢侈品生产商的帖子，是专门创建和赞助的，目的是提高完成问卷的兴趣。对于数据分析，我们使用了统计检验，包括验证性因子分析、回归和独立样本t-测试。我们的研究表明，对于千禧一代和 Z 世代来说，奢侈品牌可以将社交媒体应用作为营销渠道。即使在不足的情况下，管理人员仍然可以使用数字技术的设施来描绘奢侈品特有的排他性、情感和感官体验。与其他只关注几个维度的研究不同，我们提出了奢侈品和社交媒体营销感知价值的多维度方法。此外，这是为数不多的关注东欧消费者的研究之一。