本文关注社交媒体营销活动（SMMA）对品牌感知和品牌忠诚度的影响，重点对比了路易威登（LV）在美国和中国这两个关键市场的SMMA策略，采用了问卷调查的定量研究方法，以探究不同的SMMA构成因素（如娱乐、互动、定制、时尚和口碑）如何影响奢侈品牌的企业品牌建设因素，如品牌知名度、品牌信任和品牌忠诚度。此外，本研究还探讨了以中国的“面子”概念为代表的文化价值观对这些因素与相关关系的影响。本研究通过便利抽样和在线招募收集数据。研究结果表明，SMMA与品牌忠诚度之间存在显著的正相关关系，证实了社交媒体在构建品牌忠诚度方面的价值。此外，在美国市场，品牌知名度被发现是显著的中介因素，能够增强SMMA对品牌忠诚度的影响。在中国和美国市场，“面子”的文化价值观都对品牌忠诚度具有直接的正向影响，但未发现其在SMMA与品牌忠诚度之间起调节作用。本文通过探究奢侈品时尚行业中社交媒体营销、品牌感知、文化价值观和消费者行为之间的复杂相互作用，为现有知识体系做出了贡献。同时，营销从业人员也可以从中获得深刻见解，从而更好地利用社交媒体培养品牌忠诚度，并根据国际市场的不同偏好和价值观调整品牌传播策略。

This thesis investigates the impact of Social Media Marketing Activities (SMMA) on brand perception and loyalty, with a specific focus on Louis Vuitton (LV) in two key markets: the United States (US) and China. The study employs a quantitative research method to examine how different SMMA constructs like entertainment, interaction, customization, trendiness, and word of mouth influence important branding constructions like brand awareness, brand loyalty, and brand trust. Furthermore, the study explores the impact of cultural values, most notably the concept of “face” in China, on these interactions.Data were gathered through both convenience sampling and internet recruitment. This study found significant positive relationships between SMMA and brand loyalty in both the US and China markets, which emphasizes the importance of brands using social media strategies to build brand loyalty among customers. Additionally, in the US market, brand awareness was found to be a significant mediator that amplified the impact of SMMA on brand loyalty. In both the Chinese and US market, the cultural value of “face” was found to have a direct positive impact on brand loyalty, but it did not serve as a moderator between SMMA and brand loyalty.This thesis contributed to existing knowledge in social media marketing and brand loyalty by investigating the intricate relationships between social media marketing, brand loyalty, brand perception, cultural values, and consumer behavior in the luxury fashion industry. For marketing practitioners, this thesis offers valuable insights to marketers who are looking to use social media to foster brand loyalty with different target markets, especially how to customize their strategies to cater to the distinct tastes and values of the US and China markets.