scholarly journals Social Media Marketing and Luxury Consumption: A Literature Review

2019 ◽  
Vol 11 (4) ◽  
pp. 30
Author(s):  
Giuseppe Colella ◽  
Cesare Amatulli ◽  
Maria Pilar Martinez-Ruiz
Keyword(s):  
Social Media ◽  
Empirical Studies ◽  
Effective Interaction ◽  
Relevant Literature ◽  
Academic Research ◽  
Digital Technologies ◽  
Social Media Marketing ◽  
Luxury Brands ◽  
Related Area ◽  
Luxury Marketing

People and companies worldwide are by now involved and attached to web 2.0 technologies and in particular to social media platforms. In this context, these digital technologies and social media have modified and improved the way to communicate and collaborate between companies and customers in all sectors through by implementing effective interaction mechanisms. However, the approach to social media and digital technologies in sectors such as luxury has been slower. Therefore, the main aim of this study is firstly to systematically examine and review the current studies conducted on the related area of ​​social media and luxury marketing. Secondly, in addition to providing an overview of the main themes and trends covered by the relevant literature, this review has focused on the consumption of luxury and the dual dimension that it can take in a social media context. Third, a systematic review of the literature on academic research on social media marketing in luxury brands was conducted to collect, examine and synthesize the reactive studies. This review also provided important insights on social media marketing in luxury brands and key research topics were classified into three insights, on consumer behavior, brand awareness and advertising activities in a social media context. Therefore, this study, for both academics and marketer manager, could represent a solid theoretical basis for empirical studies on the phenomenon of social media marketing in the field of luxury marketing and luxury brands.

Social media marketing in luxury brands

2018 ◽  
Vol 41 (6) ◽  
pp. 657-679 ◽  
Author(s):  
Elisa Arrigo
Keyword(s):  
Social Media ◽  
Academic Research ◽  
Digital Technologies ◽  
Social Media Marketing ◽  
Luxury Brands ◽  
Content Type ◽  
Academic Literature ◽  
Manual Search ◽  
Research Themes ◽  
Marketing Activities

Purpose 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. Design/methodology/approach A systematic literature review of academic research on social media marketing has been conducted to gather, examine and synthetize studies related to luxury brands. By following a review protocol based on both automatic and manual search on the Scopus database, all relevant studies on luxury brands were identified and analyzed. Findings A critical conceptualization of social media marketing in luxury brands has been provided and the emerging key research themes have been categorized into four main areas. Originality/value Academic literature about social media marketing activities in luxury firms is very limited and existing studies focus only on certain aspects, contexts or single cases. In contrast, the value of this study, for both academics and practitioners, lies in providing, for the first time, a comprehensive and critical systematization of social media marketing academic literature in the field of luxury brands.

Marketing Meets Social Media

2014 ◽  
pp. 1-28
Author(s):  
Anteneh Ayanso ◽  
Kaveepan Lertwachara ◽  
Brian Mokaya
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Academic Research ◽  
Digital Technologies ◽  
Internet Marketing ◽  
Online Marketing ◽  
Web Technologies ◽  
Media Technologies ◽  
Recent Developments

In Internet marketing, organizations leverage the Internet and related technologies to promote themselves, their products, their services, and their brands. In virtually all sectors, recent advances in Web technologies have dramatically changed the nature and volume of Internet marketing. Competition in online advertising is currently very intense as organizations have shifted their focus from print and other traditional advertising media to emails, search engines, and social media outlets for most of their promotional activities. However, due to the growing convergence of digital technologies, distinguishing one form of online marketing from another is becoming increasingly difficult. The current practice shows that there is a significant overlap of technologies as well as activities in most of the online marketing and advertising outlets. This chapter attempts to provide a classification of the major forms of Internet marketing (or online advertising) available, and discuss the key technological trends, practices, and academic research in each area. In particular, the chapter highlights the changing trends in Internet marketing due to recent developments in Web 2.0 and social media technologies.

From Street Corners to Social Media: The Changing Location of Youth Citizenship in Guinea

2019 ◽  
Vol 63 (1) ◽  
pp. 124-145 ◽  
Author(s):  
Clovis Bergère
Keyword(s):  
Social Media ◽  
Public Sphere ◽  
Academic Research ◽  
Digital Technologies ◽  
Youth Politics ◽  
Social Media Platforms ◽  
History Of ◽  
Youth Citizenship ◽  
Media Practices

Abstract:This study explores social media platforms, Facebook and Twitter in particular, as emergent sites of youth citizenship in Guinea. These need to be understood within a longer history of youth citizenship, one that includes street corners and other informal mediations of youth politics. This counters dominant discourses both within the Guinean public sphere and in academic research that decry Guinean social media practices as lacking, or Guinean youth as frivolous or inconsequential in their online political engagements. Instead, young Guineans’ emergent digital practices need to be approached as productive political engagements. This contributes to debates about African youths by examining the role of digital technologies in shaping young Africans’ political horizons.

scholarly journals The Motivation, Strategies, and Barriers for Adopting Social Media Marketing in the Flower Retailing Business

Horticulturae ◽  
2020 ◽  
Vol 6 (4) ◽  
pp. 80
Author(s):  
Li-Chun Chen ◽  
Li-Chun Huang
Keyword(s):  
Social Media ◽  
Academic Research ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Retail Sector ◽  
Perceived Performance ◽  
Study Results ◽  
Retailing Business ◽  
Network Platform ◽  
The Cost

Florists have been adopting social media as a new marketing instrument to promote their business. However, academic research has rarely looked into the existing state of that adoption. Consequently, several fundamental problems remain unknown regarding the application of social media marketing (SMM) among florists, which may limit the development of the flower retailing business in the current social media era. In seeking to address this deficiency, this study aimed to investigate florists’ motivations, strategies, and perceived performance in relation to the application of SMM, as well as to explore the barriers faced by florists regarding the adoption of SMM. The authors implemented these objectives by interviewing 35 flower shop owners who each had established a brand page on Facebook. The qualitative data obtained from the interviews were analyzed using a grounded hermeneutic editing approach. The study’s results revealed that even though there were different motivations for florists to adopt social media marketing, including increasing brand exposure, improving customer relationship, and reducing the cost of advertising, showing expertise in floral design to attract consumers was the most common motivation stressed by the interviewees. The strategies mostly used by florists in managing their Facebook brand pages included providing high quality posts, cross-industry advertising, and switching consumers from online questions to a physical store visit. The most significant benefit perceived by florists regarding the use of a Facebook brand page was the development of new customers. Although the interviewees recognized the benefits of adopting SMM, some of them faced great incompatibility in labor source for that adoption. In addition, most interviewees focused on achieving general marketing goals rather than more advanced functions, such as business intelligence, in the application of SMM. The study results implied that the interviews mostly saw Facebook brand pages as a social network platform for increasing current sales volume, rather than for reaching a long-term quality customer relationship, which has deviated from the essence of social media marketing, and thus, limiting the synergy of the application of SMM in the flower retail sector.

scholarly journals New Wave of Businesses: Brick to Click Approach in Malaysia

2018 ◽  
Vol 7 (4.35) ◽  
pp. 777
Author(s):  
Nur Afiqah Mohammad Ishak ◽  
Nurazariah Binti Abidin ◽  
Jegatheesan Rajadurai
Keyword(s):  
Social Media ◽  
Millennial Generation ◽  
Academic Research ◽  
Digital Technologies ◽  
Marketing Strategies ◽  
New Wave ◽  
Wireless Internet ◽  
Analytical Skills ◽  
Key Aspects ◽  
Start Ups

Having been born into a technologically advanced, wireless internet society, today's younger generation or the Millennial, is in a better position to be nurtured as the new age online businesses. They are well educated, self absorbed, have a strong sense of independence and highly motivated toward their perception of success. As such, the Millennial generation rushes forward with their marketing strategies to start businesses using social media to reach out their existing and potential consumers. While there have been numerous studies about traditional businesses, there has been little academic research focused on Millennial and which skills needed to become online businesses This paper proposed to measure the association between social media analytical skills and online businesses competencies within the Millennial generation. A questionnaire was used whose respondents were 100 online businesses among Millennial. It is hoped that this study will significantly contribute to a higher success rate in new start ups of online businesses for the Millennial generation. This study will not only enable for further advance the knowledge of Millennial but also to identify key aspects of online businesses competency in digital technologies.

Social Media Marketing and Value Co-Creation

2017 ◽  
pp. 609-634
Author(s):  
Francesca Costanza
Keyword(s):  
Social Media ◽  
Relevant Literature ◽  
Active Role ◽  
Social Media Marketing ◽  
Social Community ◽  
Analysis And Design ◽  
Brand Communities ◽  
Key Variables ◽  
The Times ◽  
Web Social

Nowadays social media and brand communities provide virtual places where the consumers can publicize their opinions about products and services and play an active role as marketers, advertisers, value creators through electronic word-of-mouth. Since most of the times these dynamics flow out of business control, in order to pursue firms' objectives, managers and marketers operating in many sectors look at the web social community with growing interest. The present chapter presents a system-wide analysis of the links and feedback mechanisms between the different aspects of value co-creation through social media marketing and brand communities. For the purpose, it is proposed a qualitative model built according to the principles of System Dynamics, a computer-aided methodology for policy analysis and design. Causal loop & stock-and-flows structures integrate the socioeconomic feedbacks between key variables, selected according to relevant literature, social media and brand communities observations, interview to consumer influencers.

Determinants of the Citizen Engagement Level of Mayors on Twitter

2022 ◽  
pp. 917-930
Author(s):  
İbrahim Hatipoğlu ◽  
Mehmet Zahid Sobaci ◽  
Mehmet Fürkan Korkmaz
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Empirical Studies ◽  
Relevant Literature ◽  
Citizen Engagement ◽  
Political Actors ◽  
Local Politicians ◽  
The Status ◽  
Election Results ◽  
Use Of Social Media

Today, politicians like other political actors use social media to interact with their audiences. In the relevant literature, studies on the use of social media by politicians focus more on how politicians use social media for political communication during the election periods and its impact on the election results. Furthermore, these studies mainly focus on national politicians. Few studies focus on the use of social media during a non-election period by the local politicians, and these studies analyse the purpose of using social media. Therefore, in the relevant literature, there is a need for empirical studies to measure the citizen engagement level of local politicians during the non-election period and analyse its determinants beyond the purpose of using social media. In this context, this study aims to analyse the relationship between some factors and the level of citizen engagement of the mayors on Twitter in Turkey. The findings of the analysis show that there is a relationship between the status of municipalities and the engagement level of mayors.

scholarly journals Keys to success in Social Media Marketing (SMM) – Prospects for the German airline industry

2016 ◽  
Vol 17 (2) ◽  
pp. 147-164 ◽  
Author(s):  
Stephan Knoblich ◽  
Andrew Martin ◽  
Robert Nash ◽  
Paul Stansbie
Keyword(s):  
Social Media ◽  
Airline Industry ◽  
Public Awareness ◽  
Relevant Literature ◽  
Social Media Marketing ◽  
Aviation Industry ◽  
Commercial Aviation ◽  
Continuous Growth ◽  
Fierce Competition ◽  
Media Practices

The continuous growth and economic contribution of Germany’s commercial aviation industry are directly linked to the implementation of new marketing practices. Especially in light of challenging market conditions and fierce competition within a highly segmented industry, new marketing paradigms assist airlines to overcome difficulties in order to promote their brands, products and services more effectively and in a circulated manner. In this regard, Social Media Marketing provides German airlines with a powerful set of marketing tools and multiple platforms to digitally gather, communicate, collaborate and share content with its customers. Despite a growing public awareness, an extensive review of current and relevant literature revealed that consumer perceptions on German airline organisations’ Social Media practices have not been examined. This paper aims to address this.

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