Facebook and Luxury Brands: What are the expectations of luxury consumers vs non consumers on the Facebook luxury brands pages?

While luxury is characterized by an image of rarity and selectivity, social media relies on a concept of accessibility. Luxury brands which have been skeptical for a while have finally incorporated social media into their marketing strategies. Today, the majority of the brands are present in social media. This raise the question of the content luxury brands should post to meet the expectations of their followers.
On the basis of a literature review of the founding papers on these topics and of a two-fold methodology including depth-interviews with luxury consumers and a focus group with non-consumers, this research discusses the main expectations of luxury consumers and non-consumers on the Facebook pages. The results show that respondents' reactions are heterogeneous when using luxury brands Facebook pages. This lead us to emphasize the existence of two categories of persons regarding their expectations towards luxury brands Facebook pages. The 'Facebook Enthusiasts' and the 'Facebook Opportunists' have been identified. The identification of these two categories should help the brand to adapt the content of their Facebook pages.