Paintsil, Ashley2020-03-022020-03-022019http://udspace.udel.edu/handle/19716/25077The purpose of this study was to examine how consumers engage with modern luxury, direct-to-consumer (ML-DTC) brands on social media. Using qualitative research methods, this study examined the cognitive, emotional, behavioral and reported offline elements of consumer engagement with ML-DTC brands on social media. Brodie et al.’s (2013) consumer engagement model served as the conceptual framework. A series of qualitative, in-depth, semi-structured interviews were conducted with social media followers of the ML-DTC brand Glossier. Through a detailed analysis of Glossier’s consumer engagement with the ML-DTC brand on social media, this study offers insight into how social media allows ML-DTC brands to effectively connect with consumers and the new strategies used by modern luxury brands in relation to social media. The findings support Brodie et. al’s (2013) conceptual framework on consumer engagement and expand its understanding on how brands on social media contribute to the sense of belonging and support among users in a social media community. There is limited information on the social media strategies of ML-DTC brands. This study expands understanding of how ML-DTC brands have evolved from the traditional marketing approach of luxury brands and offers insight into new ways social media is leveraged to distinguish the brand and engage with consumers.Thesis11426301942020-02-03en