A Study of Luxury Marketing in Post-Pandemic Era: Regain Your Sense of Control

This work concentrated on the consumer behavior of luxury purchasing in post-pandemic era, especially the change of preferences/attitudes toward luxury goods related to the explosion of COVID-19. Data were collected from comments of top-rated YouTube videos of luxury unboxing/shopping and were analyzed via MDCOR. The result suggests that the purchasing will to luxury goods have generally elevated after COVID-19 explosion and pointed out several subtle elements that could further improve consumers’ favor. With best hope, the work could serve as a starting point for future studies in the area and provide meaningful improvement suggestions to luxury manufacturers in their future advertising strategies, and offer referential information for even advertisers in other areas.