Reconciling Social Media with Luxury Fashion Brands: An Exploratory Study

Ozuem, Wilson and Tan, Kerri (2014) Reconciling Social Media with Luxury Fashion Brands: An Exploratory Study. In: Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives. IGI Global, pp. 257-285. ISBN 9781466650077

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Abstract

Modern developments in communication media are creating new networks of information diffusion which are profoundly altering the way in which people can construct shared ‘realities'. Internet along with its prototypical subsets, notably social media, is enabling the emergence of new mechanism of human association which are shaped by – yet also shape – the development of this new medium of communication. This chapter integrates social media theory and luxury fashion brand theory arguments to examine the knowledge benefits that this cultural transformation provides to the development of a marketing communications programme. The authors argue that the key to providing an effective marketing communication programme is understanding and responding to customer expectations through the integration of social media platforms and traditional marketing communications media.

Item Type: Book Section
Subjects: H Social Sciences > HF Commerce > HF5001 Business
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 15 Mar 2017 12:59
Last Modified: 15 Mar 2017 12:59
URI: http://eprints.glos.ac.uk/id/eprint/4385

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