Digital technologies and social media have improved the connectivity and collaboration between firms and customers in all sectors. However, in the luxury sector, the approach to social media and digital technologies has been slower than in other industries. The purpose of this paper is to review the academic literature on social media marketing in luxury brands to highlight the current state of the art, the addressed key research themes and the implications for management research and practice.
Arrigo, E. (2018). Social Media Marketing in Luxury Brands: A Systematic Literature Review and Implications for Management Research. MANAGEMENT RESEARCH REVIEW, 41(6), 657-679 [10.1108/MRR-04-2017-0134].
Social Media Marketing in Luxury Brands: A Systematic Literature Review and Implications for Management Research
Arrigo, E
2018
Abstract
Digital technologies and social media have improved the connectivity and collaboration between firms and customers in all sectors. However, in the luxury sector, the approach to social media and digital technologies has been slower than in other industries. The purpose of this paper is to review the academic literature on social media marketing in luxury brands to highlight the current state of the art, the addressed key research themes and the implications for management research and practice.
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