[雙語翻譯]社交媒體外文翻譯--社交媒體對奢侈品品牌管理的潛力（英文）

1、Marketing Intelligence that is, positive UGC and negative UGC co-exist in social media, thus functioning as both pro-brand and anti-brand communities. Consumers may promote their favored brands by posting positive comme

2、nts on the brands’ Facebook pages and Twitter or uploading favorable video clips to YouTube. At the same time, consumers may use brands’ social media as complaint forums by posting negative comments about an unsatisfacto

3、ry transaction with a company. The need to understand the dynamics of consumer-brand relationships formed and metamorphosed via versatile UGC embedded in social media is an impetus for proposing a model comprising variou

4、s antecedents to and consequences of consumers’ brand attitude in the novel context of brands’ social media interfaces. In this regard, the present research examined the marketing potential of social media as a tool for

5、luxury brand management and addressed the challenges luxury brands encounter in managing their interactive and dynamic relationships with consumers who utilize social media.Luxury brands and social media Luxury brands ac

6、count for a significant portion of consumer product sales. Sales revenue of Louis Vuitton Moe ¨t Hennessy (LVMH), the world’s largest luxury brand group, was 20,320 million euros in 2010 (Bloomberg.com, 2011). Despi

7、te the economic decline in recent years, LVMH’s net profit and total equity have consistently increased. Expecting to generate more than 190 billion euros in worldwide sales in 2011, luxury industries are experiencing st

8、rong annual growth in terms of both value and volume. The buoyant luxury goods sector implicates the need for a better understanding of driving factors that encourage luxury brand consumption and the significance of rese

9、arch on luxury brand management in the current social and media environments. Accordingly, the present study delved into the social psychological mechanisms underlying the unique integration of luxury brands and social m