@article{2018,title={THE USE OF SOCIAL MEDIA BY LUXURY FASHION BRANDS: A STUDY ON THE PERCEPTION OF A GENERATION Y.},abstractNode={The use of social media had changed the communication world and the knowledge as in line arrived to masses and contributed to global communication. The increase in the popularityof social media the consumers share their experiences in this platform. This situation is valued by luxury fashion brands and they defined their potential customers according to it. In researches findings consumers generally share luxury brands. In addition, the marketing communication process of a brand is also important in terms of brand reputation. The aim of this research the perceptions and expectations of Y generation towards luxury fashion brands at that media. The most important question which directs this research is “How young consumers perceives luxury fashion brands at social media?”},author={E. Merve BİÇER YUMAK},year={2018},journal={The Journal of Academic Social Science}}