This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers.
Luxury and Twitter: an issue of the right words / Mazzoli V.; Grazzini L.; Donvito R.; Aiello G.. - In: QUALITATIVE MARKET RESEARCH JOURNAL. - ISSN 1352-2752. - STAMPA. - 22:(2019), pp. 33-49. [10.1108/QMR-01-2017-0051]
Luxury and Twitter: an issue of the right words
Mazzoli V.;Grazzini L.;Donvito R.;Aiello G.
2019
Abstract
This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers.
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