Reconciling Social Media with Luxury Fashion Brands: An Exploratory Study

Ozuem, Wilson ORCID: 0000-0002-0337-1419 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

Full text not available from this repository.


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 > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 15 Mar 2017 12:59
Last Modified: 05 Aug 2023 12:46

University Staff: Request a correction | Repository Editors: Update this record

University Of Gloucestershire

Bookmark and Share

Find Us On Social Media:

Social Media Icons Facebook Twitter Google+ YouTube Pinterest Linkedin

Other University Web Sites

University of Gloucestershire, The Park, Cheltenham, Gloucestershire, GL50 2RH. Telephone +44 (0)844 8010001.