Khan, SajidTheajonmaya, Arjun2025-01-272025-01-272024-1233.232-2024.07https://hdl.handle.net/11073/25809A Master of Business Administration (MBA) by Arjun Theajonmaya entitled, “The Impact of Social Media Influencers and Use of Nostalgia on Brand Love in Luxury Brands”, submitted in December 2024. Thesis advisor is Dr. Mohammed Sajid Khan. Soft copy is available (Thesis, Approval Signatures, Completion Certificate, and AUS Archives Consent Form).Luxury brands hold a unique appeal for consumers, often evoking feelings of prestige, exclusivity, and aspiration. However, they face the challenge of capturing the attention of consumers who increasingly value experiences over possessions. Recognizing this shift in consumer behaviour, marketers are turning to nostalgia as a powerful tool to forge emotional connections and drive purchase intentions. By tapping into consumers' longing for the past and evoking feelings of warmth and familiarity, luxury brands can effectively differentiate themselves in a crowded market. Nostalgia can be used as a strategic tool to enhance brand engagement and loyalty among consumers. This study aims to investigate the influence of social media influencers on the brand love of consumers within the luxury brands sector, specifically through the lens of nostalgia. An extensive literature review is performed on topics such as brand love for luxury brands, nostalgia in luxury brands and the role of social media influencers in creating nostalgia. The proposed methodology adopted to test the model is a mixed methods approach which includes eight interviews and five focus groups comprising of five participants each.en-USLuxury brandsNostalgiaSocial mediaSocial media influencersInterviewFocus groupBrand loveThesis