Study of the impact of social networks on the purchasing behaviour of luxury brands in Morocco

Abstract

This study explores the impact of social networks on the purchasing behaviour of luxury brand consumers in Morocco, by focusing on startups using social media platforms with a literature review emphasizes the main research objective is to know the characteristics of online shopping with luxury products. The results show that social networks increase visibility and influence the perception of luxury brands, especially among educated young adults, while raising concerns about the quality of Moroccan startups' products.