| Titre : |
The increasing use of social media and influencer marketing in th luxury sector |
| Type de document : |
Mémoire |
| Auteurs : |
Antoine HABAY, Auteur |
| Année de publication : |
2022 |
| Importance : |
43 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
INDUSTRIE DU LUXE SECTEUR ; INFLUENCEUR ; MARKETING DIRECT ; WEBMARKETING
|
| Résumé : |
Nowadays, society and consumer behavior are changing with the digitalization, especially in the luxury industry where brands must react with digital solutions to adapt to needs and wants of online customers. Digital channels is playing a major role in marketing strategies of luxury brands, especially social media and influencer marketing, to generate customer engagement among new luxury customers. The aim of this study is to have a more accurate vision to understand the reasons for using social media and influencer marketing in the luxury industry from the luxury customers’ point of view justifying the need to use these digital channels as well as identifying effects on customer engagement. The particularity of this study was to interview a specific sample to get concrete results. Indeed, the respondents have all experienced luxury to a certain extent and purchased at least one luxury items and they also use social media in their daily life and interacted at least once with influencer marketing in the luxury area. The twelve in-depth interviews allow to highlight the usage and perception of social media and influencer marketing in purchasing habits as well as the perceived engagement of luxury customers through these digital channels. The results demonstrated the complementary of social media and influencer marketing although luxury customers are more engaged through influencer marketing than luxury brands social media profiles whose effects on customer engagement are behavioral and emotional. The study also put in light that Covid-19 have not increased dramatically the customer engagement on these digital channels. |
| Programme : |
Global BBA |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562219 |
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The increasing use of social media and influencer marketing in th luxury sector / 2022 
