Application of C2C2B Model in Luxury Marketing

Abstract

With the rise of social media, consumers have the ability to not only purchase goods but also influence those around them. As a result, luxury businesses are increasingly targeting community influencers through various collaborative approaches to increase brand awareness and sales. This study examines the application of the C2C2B (consumer-to-community-to-business) model in luxury marketing and identifies six critical factors that influence consumer purchasing decisions: "message truthfulness," "message with own ideas," "message completeness," "message accuracy," "related experience with products," and "popularity." Additionally, businesses select community influencers based on five crucial factors: “popularity,” “long-term interaction,” “number of followers,” “frequent interaction,” and “familiarity.” Our findings suggest that when collaborating with community influencers, companies should carefully consider the content of the information provided by influencers, as well as their popularity and engagement with consumers. Furthermore, partnering with influencers who have experience using related products can enhance the effectiveness of the collaboration.