Publication type: Book part
Type of review: Editorial review
Title: Pivots in the luxury business : discovering the new luxury consumer through social data
Authors: Bendoni, Wendy K.
Duma, Fabio
et. al: No
DOI: 10.4018/978-1-7998-5882-9.ch008
Published in: Developing Successful Global Strategies for Marketing Luxury Brands
Editors of the parent work: Mosca, Fabrizio
Casalegno, Cecilia
Gallo, Rosalia
Pages: 139
Pages to: 156
Issue Date: 2021
Publisher / Ed. Institution: IGI Global
Publisher / Ed. Institution: Hershey
ISBN: 9781799858829
9781799858836
Language: English
Subject (DDC): 658.8: Marketing management
Abstract: Consumer behavior is continuously evolving, and with it, so is the business of luxury. Besides other societal and economic changes, digital technology and social networks have affected how people search for information, buy products, and relate to luxury brands. As a growing number of people use social networks, an abundance of social data can be analyzed to detect shifts in perception and behaviors, generating insights that can benefit luxury brands. There is a need for theoretical conceptualizations and, based on these, strategy frameworks to help identify relevant sources of social data and derive actionable insights by using social media intelligence in a strategic, structured, and impact-oriented manner. With their conceptual study, the authors aim to close this gap and contribute towards marketing management literature by proposing a conceptual social listening framework. Their framework highlights the benefits of using social data and explains the basic steps of turning data into valuable insights that drive managerial action based on relevant theory and technology.
URI: https://digitalcollection.zhaw.ch/handle/11475/22399
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: International Management Institute (IMI)
Appears in collections:Publikationen School of Management and Law

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