This paper explores how luxury brands can utilize Weibo in order to create an effective marketing strategy that appeals to millenials. China accounts for 47% of global online retail sales (eMarketer, 2016) and it is predicted that millenials (born 1980-1995) and Generation Z will make up two-fifths of luxury spending by 2025 (eMarketer, 2017). However, due to political constraints, popular western social media sites cannot be used to target this vast market of online Chinese consumers. Weibo is one of the most popular social media sites in China, with 97.2% using the site (Yu et al., 2017). In order to target them effectively brands need to gain an indepth understanding of Chinese consumers and what would appeal to them on Weibo. The majority of social media research uses quantitative methodologies on popular social media, such as Facebook and Twitter. There are limited qualitative studies exploring consumers’ feelings and attitudes towards brands’ social media activities on Weibo. Due to different cultural backgrounds Chinese consumer behavior is likely to show a different trend to Western countries. Semi-structured interviews with a purposive sample of 12 participants were conducted. Findings showed that convenience, immediacy, social standing/status and entertainment were key drivers for using Weibo. Fashion information, latest product releases and videos were the most popular type of posts. Consumers read comments and tagged their friends, emphasising the importance of e-word-of-mouth (e-wom) and the influence that it can have on purchasing behaviour. This also facilitated the creation and feeling of a brand community. Consumers were very receptive to celebrity collaborations which influenced purchasing behavior. The main criticism of luxury brand’s Weibo was that it was not updated enough and Weibo did not have an influence on trust. This study provides a clear insight into what Chinese millenials want from luxury brands’ Weibo and how it can influence their purchasing behaviors and e-wom. The findings are novel, contributing to the academic literature through the conduction of a qualitative study exploring an under-researched area. This research has practical implications for luxury brands, as they should provide regular, up-to-date content consisting of videos and celebrity collaborations. A limitation could be the limited number of participants, yet, findings provide an interesting insight into consumers’ perceptions of Weibo and how it influences their attitudes and behaviors towards luxury brands.

• Rosy Boardman(The University of Manchester, UK)
• Marta Blazquez Cano(The University of Manchester, UK)
• Shaoqianqian Deng(The University of Manchester, UK)