Advances in Business Management Towards Systemic Approach

The developments in Web 2.0, defined by users-generated contents (UGC) and social networking sites (SNS), led to significant implications for the consumer and the study of cultures of consumption (Beer and Burrows, 2010). Internet has enabled a new era of UGC, threatening the hegemony of traditional content generator like advertising and experts or as the primary sources of information (Dhar and Chang, 2009). The multi-channel marketing and integrated has pervaded the web and SNS are tools that give significant input to the processes of communication, but at the same time, it also detects instruments output both internal and external organizations; Enterprises adoption "competitive strategies" by defining symbolic meanings, in order to be always present among consumers (Heil et al, 2010; Tynan et al 2010), multiplicand the levels of loyalty and developing incremental levels of affection. Luxury brands have to evoke the uniqueness and exclusivity due to high quality, premium prices and controlled distribution. The main channel of retail sales for luxury brands is represented by offline stores, remains in any case the problem of having to oversee the different channels of communication among them, the online channel in this case represented by the social network sites that contribute to the creation of virtual communities of brand, experience and unconventional brand value improvement (Muniz and O'Guinn, 2001, p. 412). In parallel, the web is a "free place" where everyone can express themselves in a more or less controlled (Stokburger-Sauer, 2010), and the garrison of that channel is key to reducing the impact on the brand may be negative from stakeholders to reduce its value and, therefore, in need of supervision that channel, strengthening the Communication in an incremental process and continuous. The work, with the support of the literature as reference, through the analysis of a case, intends to uncover any evidence that, in luxury, helping to develop the brand value and strengthen its affection. In this regard, the present research will examine the marketing potential of social media as a tool for luxury brand management and will address the challenges luxury brands encounter in managing their interactive and dynamic relationships with consumers who utilize social media.Purpose Take over the role of the SNS in the process of construction and development of the brand value and the transition from brand loyalty to the "brand confidence". Methodology/approach A survey will be conducted to induce participants to explore the Facebook page of a luxury brand and complete a questionnaire to measure the role of SNS in the path of development of brand value and strengthening of affection to the brand. Findings The work, with the support of the reference literature, through the analysis of a case, intends to detect the elements that, in luxury, contribute to developing the brand value and strengthen the affection