CELEBRITY ENDORSEMENTS FOR LUXURY BRANDS FOLLOWERS VS. UNFOLLOWERS ON SOCIAL MEDIA

2017 ◽  
Vol 2017 ◽  
pp. 184-184
Author(s):  
Sanga Song ◽  
◽  
HyeYoung Kim
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
Celebrity Endorsements

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

The Spaces Between Us

2014 ◽  
pp. 237-252
Author(s):  
Mohanalakshmi Rajakumar
Keyword(s):  
Social Media ◽  
Economic Development ◽  
Cultural Differences ◽  
Public Spaces ◽  
Luxury Brands ◽  
Online Forums ◽  
National Population ◽  
The World ◽  
Per Capita ◽  
High Level

Despite having one of the highest per-capita incomes of the world, social and political changes in Qatar have not kept pace with the country’s economic development. The expatriate and national population of the small emirate have access to luxury brands and a variety of Western goods including food as well as hotels. The high level of commercialization, however, does not mean that cultural differences between the various nationalities have been erased. Online forums and social media have provided neutral public spaces where debate and dialogue about identity and values can take place in a way they do not occur in public. This chapter examines a variety of examples through comments by expats and nationals on a number of media sites as well as Twitter, Facebook, and Instagram.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2017 ◽  
pp. 1305-1328
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. 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 on the cosmetics industry. Further, we 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.

Pivots in the Luxury Business

2021 ◽  
pp. 139-156
Author(s):  
Wendy K. Bendoni ◽  
Fabio Duma
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Luxury Brands ◽  
Social Data ◽  
Economic Changes ◽  
Relevant Theory ◽  
Managerial Action ◽  
People Search ◽  
Conceptual Study ◽  
Search For Information

Consumer behavior is continuously evolving, and with it, so is the business of luxury. Besides other societal and economic changes, digital technology and social networks have affected how people search for information, buy products, and relate to luxury brands. As a growing number of people use social networks, an abundance of social data can be analyzed to detect shifts in perception and behaviors, generating insights that can benefit luxury brands. There is a need for theoretical conceptualizations and, based on these, strategy frameworks to help identify relevant sources of social data and derive actionable insights by using social media intelligence in a strategic, structured, and impact-oriented manner. With their conceptual study, the authors aim to close this gap and contribute towards marketing management literature by proposing a conceptual social listening framework. Their framework highlights the benefits of using social data and explains the basic steps of turning data into valuable insights that drive managerial action based on relevant theory and technology.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2016 ◽  
pp. 235-258 ◽  
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. 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 on the cosmetics industry. Further, we 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.

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