The evolution of Convenience and the Transition from Traditional to Online Consumer Experiences : Exploring Perceptions in the Synergy Between Strategic Branding, Social Media, and Online Purchases of Luxury Dessert Products

Abstract

This MSc research aims to explore the interaction between key identified elements of strategic branding, social media engagement, and online communications within the luxury dessert market, evaluating consumer behavior and perceptions. The study aims to achieve the following primary objectives: 1. To examine the impact of strategic branding strategies employed by luxury dessert brands on consumer preferences. 2. To analyze the role of social media platforms in shaping consumer perceptions related to luxury dessert products. 3. To investigate the influence of product presentation on consumer behavior among consumers in the luxury dessert sector. 4. To examine how communications in branding and social media influence customer perceptions The results were then categorized into the following two main themes: 1. Impact of Strategic Branding and Packaging on Consumer Preferences 2. Role of Social Media in Shaping Consumer Perceptions & Behavior The context and background of this dissertation are to assist future entrepreneurs in this niche sector seeking to establish a presence. The luxury dessert market can be distinguished from non-luxury brands due to its focus on exclusivity, quality, sophisticated presentation, and perhaps artificial scarcity. Thus, the research guides future luxury brands to use branding strategies and social media to appeal to customers, while also observing how product presentations affect purchasing decisions. Readers should concentrate on how luxury brands leverage strategic branding elements i.e. quality, reputation, etc. The reader should focus on how content that draws an emotional response from them (whether positive or negative); and examine how social media strategies can enhance or undermine a brand's image. Finally, the focus should be shifted toward how luxury brands utilize packaging and design elements to create a sense of value that influences purchasing behavior. This research utilized a qualitative research method using semi-structured interviews as a data collection method. The results were then assessed using the thematic analysis framework. Strategic branding heavily influences consumer preferences, and brands that highlight quality assurance along with a strong brand reputation were preferred. Another interesting fact was that familiarity with the brand also plays a pivotal role in consumer choice. Results also indicated that social media presence and the type of content published heavily shape perceptions. Participants noted that engaging and conscious messaging was effective despite the noticeable skepticism toward influencer endorsements. Brands that maintain consistency and transparency tend to build more trust with consumers. Conversely, a correlation can be drawn that since many participants were less engaged with social media, perhaps traditional advertising may still hold a significant value.