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  2. School of Management and Law
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  4. Publikationen School of Management and Law
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dc.contributor.authorBendoni, Wendy K.-
dc.contributor.authorDuma, Fabio-
dc.date.accessioned2021-04-29T14:32:01Z-
dc.date.available2021-04-29T14:32:01Z-
dc.date.issued2021-
dc.identifier.isbn9781799858829de_CH
dc.identifier.isbn9781799858836de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/22399-
dc.description.abstractConsumer 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.de_CH
dc.language.isoende_CH
dc.publisherIGI Globalde_CH
dc.relation.ispartofDeveloping Successful Global Strategies for Marketing Luxury Brandsde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titlePivots in the luxury business : discovering the new luxury consumer through social datade_CH
dc.typeBuchbeitragde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInternational Management Institute (IMI)de_CH
zhaw.publisher.placeHersheyde_CH
dc.identifier.doi10.4018/978-1-7998-5882-9.ch008de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end156de_CH
zhaw.pages.start139de_CH
zhaw.parentwork.editorMosca, Fabrizio-
zhaw.parentwork.editorCasalegno, Cecilia-
zhaw.parentwork.editorGallo, Rosalia-
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewEditorial reviewde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Bendoni, W. K., & Duma, F. (2021). Pivots in the luxury business : discovering the new luxury consumer through social data. In F. Mosca, C. Casalegno, & R. Gallo (Eds.), Developing Successful Global Strategies for Marketing Luxury Brands (pp. 139–156). IGI Global. https://doi.org/10.4018/978-1-7998-5882-9.ch008
Bendoni, W.K. and Duma, F. (2021) ‘Pivots in the luxury business : discovering the new luxury consumer through social data’, in F. Mosca, C. Casalegno, and R. Gallo (eds) Developing Successful Global Strategies for Marketing Luxury Brands. Hershey: IGI Global, pp. 139–156. Available at: https://doi.org/10.4018/978-1-7998-5882-9.ch008.
W. K. Bendoni and F. Duma, “Pivots in the luxury business : discovering the new luxury consumer through social data,” in Developing Successful Global Strategies for Marketing Luxury Brands, F. Mosca, C. Casalegno, and R. Gallo, Eds. Hershey: IGI Global, 2021, pp. 139–156. doi: 10.4018/978-1-7998-5882-9.ch008.
BENDONI, Wendy K. und Fabio DUMA, 2021. Pivots in the luxury business : discovering the new luxury consumer through social data. In: Fabrizio MOSCA, Cecilia CASALEGNO und Rosalia GALLO (Hrsg.), Developing Successful Global Strategies for Marketing Luxury Brands. Hershey: IGI Global. S. 139–156. ISBN 9781799858829
Bendoni, Wendy K., and Fabio Duma. 2021. “Pivots in the Luxury Business : Discovering the New Luxury Consumer through Social Data.” In Developing Successful Global Strategies for Marketing Luxury Brands, edited by Fabrizio Mosca, Cecilia Casalegno, and Rosalia Gallo, 139–56. Hershey: IGI Global. https://doi.org/10.4018/978-1-7998-5882-9.ch008.
Bendoni, Wendy K., and Fabio Duma. “Pivots in the Luxury Business : Discovering the New Luxury Consumer through Social Data.” Developing Successful Global Strategies for Marketing Luxury Brands, edited by Fabrizio Mosca et al., IGI Global, 2021, pp. 139–56, https://doi.org/10.4018/978-1-7998-5882-9.ch008.


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