Impact of User-Generated Content (UGC) on Luxury Fashion Product Sales through Social Media Influence and International Trade Dynamics in China
Keywords:
International Trade Dynamics, User-Generated Content, Social Media Influence, Luxury Fashion.Abstract
This study seeks to examine the relationships among user-generated content (UGC), social media impact, international trade dynamics, and luxury fashion product sales in the Chinese market. This research examines the mediating role of user-generated content and social media influence in the relationship between consumer preferences and luxury fashion product sales, aiming to elucidate the intricate mechanisms that govern consumer behaviour and market dynamics within the luxury fashion sector. A qualitative research methodology was utilised, incorporating semi-structured interviews with 18 people from the Chinese market. Thematic analysis was employed to interpret the interview data, enabling a comprehensive examination of themes and patterns concerning UGC, social media influence, international trade dynamics, and luxury fashion product sales. The study's results highlight the substantial impact of user-generated content and social media on consumer perceptions, attitudes, and behaviours regarding luxury fashion products in China. The research underscores the influence of international trade dynamics on the correlation between UGC and luxury fashion product sales, elucidating the intricacies of global marketplaces and their consequences on consumer behaviour. This study enhances the current literature by analysing the convergence of user-generated content, social media impact, international trade dynamics, and luxury fashion product sales in China. The study utilises a qualitative research approach to provide essential academic and practical insights for luxury fashion enterprises seeking to enhance their marketing strategies and effectively operate inside the dynamic and competitive Chinese market.