Designing a Causal Model of Social Media Marketing in Consumer Behavior of Luxury Car Products with DEMATEL approach

In recent years, the luxury market has faced significant structural changes, such as the entry of new segments into the market and the use of the Internet as a sales channel. In this context, luxury brands need to understand their young consumers' perceptions of social value while adapting to environmental change. The purpose of this study is to identify the dimensions of social media marketing in the behavior of consumers of luxury goods with the DEMATEL approach. The dimensions of social media marketing are derived from Salem and Salem Research (2021). The community and the statistical sample of 25 university professors are proficient in the concepts of social media marketing and the behavior of consumers of luxury goods. After a thorough review of the theoretical foundations and research background, the dimensions of research on variables were identified and then the intensity of the relationship between the dimensions of social media marketing was investigated using the DEMATEL. The results show that building trust between people and investors has the greatest impact and synchronizing producer and consumer has the greatest impact on the behavior of consumers of luxury goods with social media marketing.