Investigating the role of demographic variables in luxury brands social media marketing

This article investigates the role of demographic variables in luxury brands social media marketing. The statisticalpopulation of this research is the entire audience of advertising messages for brands: Hacoupian, Nonin leather, Shafaghicarpet and prestige watches on social networks. The number of statistical societies is considered unlimited and numberof sample is 384. 30.5% were female respondents and 69.5% were male. 20.6% are less than bachelor, 57% are bachelorand 22.4% are masters and higher. 21.6% between 20 and 30 years old, 43% (165 people) aged 31 to 40, 19.5% between41 and 50 years, and 15.9% over 50 years of age. 19% between 1 and 2 million, 35.4% between 2 and 3 million, and32.1% between 3 and 4 million and 13.6% have more than 4 million earnings. there is a significant difference in thebehavior of male and female clients by comparing the average customer behavior these two distinct categories of women(3.14) than men (2.89) are more responsive to consumers.age does not play a role in the customer behavior variable.education plays no role in the customer behavior variable.

کلیدواژه ها:

Demographic study ، luxury brand ، social media ، marketing