Abstract:

This article focuses on Facebook, specifically on the company pages of luxury fashion brands. The aim of the article is to find out why the users of this social network add luxury company pages and whether the fans of these pages constitute an economic benefit for companies. A quantitative survey was conducted using an online questionnaire sent via Facebook. Five hundred fifty-four Facebook users from the Czech Republic participated in the survey. The data obtained were analysed using exploratory factor analysis, ANOVY and the verbal variability independence test. The results showed that up to 70 % of luxury brand customers with Facebook accounts added company pages. The reason for adding the pages is, in particular, the opportunity to become a part of the luxury brand community and also to get the latest information on brands and upcoming collections. Additionally, it was found that fans of company pages are more likely to buy and spend more money than customers who have not added a company page. Thanks to this information, we can recommend that companies set up a company Facebook page and regularly communicate with their fans.