To try to understand what the role of social media is in the process of starting and developing brand value. Furthermore, it will be examined how the transformation from brand loyalty to "brand trust" takes place. A survey will be carried out to bring participants to navigate on the Facebook page of a luxury brand. The aim is to measure the role of Social Media Marketing, by completing a questionnaire, in the process of developing brand value and strengthening affection for the brand. Thanks to an analysis of the reference literatures and through an analysis of the case, we have come to understand how, in luxury, social media contribute to developing brand value and strengthening affection

Social Media Marketing as a tool to manage luxury brands

Granata G;
2019-01-01

Abstract

To try to understand what the role of social media is in the process of starting and developing brand value. Furthermore, it will be examined how the transformation from brand loyalty to "brand trust" takes place. A survey will be carried out to bring participants to navigate on the Facebook page of a luxury brand. The aim is to measure the role of Social Media Marketing, by completing a questionnaire, in the process of developing brand value and strengthening affection for the brand. Thanks to an analysis of the reference literatures and through an analysis of the case, we have come to understand how, in luxury, social media contribute to developing brand value and strengthening affection
2019
Brand Management
Consumer Behaviour
Luxury Brands
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.12606/116
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
social impact