Social Media and Customer Retention: Implications for the Luxury Beauty Industry

Stokinger, Ellen and Ozuem, Wilson ORCID: 0000-0002-0337-1419 (2014) Social Media and Customer Retention: Implications for the Luxury Beauty Industry. In: Computer-Mediated Marketing Strategies: Social Media and Online Brand. Advances in Marketing, Customer Relationship Management, and E-Services . IGI Global, Hershey, PA, pp. 200-222. ISBN 9781466665958

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Social media has become an integrated part of everyday life, but its entry into the luxury goods industry has been far from easy. The use of social media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts the cosmetics industry. Further, the authors provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies using social media platforms.

Item Type: Book Section
Additional Information: Chapter 9
Uncontrolled Keywords: Social media, Customer loyalty
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 24 Apr 2017 14:49
Last Modified: 01 Aug 2023 11:44

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