Digital marketing is considered the preferred method comparing to traditional marketing nowadays [1], but is it true for luxury and expensive products? Since the perception prevails that the concepts “luxury” and “digital” are quite incompatible [2], this paper aims to explore the effectiveness of digital marketing advertisements of luxury retailers, while also exploring consumer’s purchasing intent based on the viewing of such promotions. The overall goal is to provide a model of luxury purchase behaviour through harnessing social media. As a constructionist ontology-based researcher, I believe in multiple versions of reality which can evolve based on my target consumer experiences [3]. My epistemological stance is interpretivism with a subjective approach, inductively interacting with consumers to better understand what this “truth” means to them, incorporating textual material to support the analytical interpretations [4]. It is hoped this paper will inform fashion brands marketers about social media practice to achieve creation of purchase intention and ultimately achieve target sales. The paper is useful to both practitioners and academics in the fields of social media marketing and purchase intention. The research provides some initial insights into consumer perspectives of social media ads and online purchase behaviour.