The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Internext |
Texto Completo: | https://internext.espm.br/internext/article/view/442 |
Resumo: | Over the last decades, social media has become one of the most popular online activity among consumers worldwide, leading companies to adapt and evolve their strategies in other to engage the consumer through new medias. Considering the online environment, the social media has a key participation when building consumer brand engagement. Consumers can develop three roles in this situation: consumer, contributor or creator of content. This empirical study aims to understand and compare the consumer brand engagement of millennials in luxury brands on social media between Brazil and Italy. The luxury brands chosen are Louis Vuitton, Chanel, and Prada and the social medias are Facebook, Twitter, YouTube and Instagram. The study used a quantitative research design, with a questionnaire survey. We collected 438 valid answers. The results do not suggest a relationship between culture and consumer brand engagement on luxury brands through social media among millennials from Brazil and Italy. It is possible that cultural differences were not significant in this study because the brands were not able to engage millennial consumers in both countries or because millennials have a low engagement with brands online. |
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The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and ItaliansConsumer EngagementLuxury BrandsSocial MediaCultureMillennialsEngajamento de marcaOver the last decades, social media has become one of the most popular online activity among consumers worldwide, leading companies to adapt and evolve their strategies in other to engage the consumer through new medias. Considering the online environment, the social media has a key participation when building consumer brand engagement. Consumers can develop three roles in this situation: consumer, contributor or creator of content. This empirical study aims to understand and compare the consumer brand engagement of millennials in luxury brands on social media between Brazil and Italy. The luxury brands chosen are Louis Vuitton, Chanel, and Prada and the social medias are Facebook, Twitter, YouTube and Instagram. The study used a quantitative research design, with a questionnaire survey. We collected 438 valid answers. The results do not suggest a relationship between culture and consumer brand engagement on luxury brands through social media among millennials from Brazil and Italy. It is possible that cultural differences were not significant in this study because the brands were not able to engage millennial consumers in both countries or because millennials have a low engagement with brands online. Escola Superior de Propaganda e Marketing - ESPM2019-01-02info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionpesquisa empíricaapplication/pdfhttps://internext.espm.br/internext/article/view/44210.18568/internext.v14i1.442Internext - International Business and Management Review ; Vol. 14 No. 1 (2019): Janeiro - Abril; 14-30Internext; v. 14 n. 1 (2019): Janeiro - Abril; 14-301980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMenghttps://internext.espm.br/internext/article/view/442/pdfCopyright (c) 2018 Internextinfo:eu-repo/semantics/openAccessCasagrande Yamawaki, Melissa AkemiSarfati, Gilberto2023-06-06T20:52:43Zoai:ojs.emnuvens.com.br:article/442Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-06-06T20:52:43Internext - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.none.fl_str_mv |
The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians |
title |
The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians |
spellingShingle |
The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians Casagrande Yamawaki, Melissa Akemi Consumer Engagement Luxury Brands Social Media Culture Millennials Engajamento de marca |
title_short |
The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians |
title_full |
The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians |
title_fullStr |
The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians |
title_full_unstemmed |
The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians |
title_sort |
The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians |
author |
Casagrande Yamawaki, Melissa Akemi |
author_facet |
Casagrande Yamawaki, Melissa Akemi Sarfati, Gilberto |
author_role |
author |
author2 |
Sarfati, Gilberto |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Casagrande Yamawaki, Melissa Akemi Sarfati, Gilberto |
dc.subject.por.fl_str_mv |
Consumer Engagement Luxury Brands Social Media Culture Millennials Engajamento de marca |
topic |
Consumer Engagement Luxury Brands Social Media Culture Millennials Engajamento de marca |
description |
Over the last decades, social media has become one of the most popular online activity among consumers worldwide, leading companies to adapt and evolve their strategies in other to engage the consumer through new medias. Considering the online environment, the social media has a key participation when building consumer brand engagement. Consumers can develop three roles in this situation: consumer, contributor or creator of content. This empirical study aims to understand and compare the consumer brand engagement of millennials in luxury brands on social media between Brazil and Italy. The luxury brands chosen are Louis Vuitton, Chanel, and Prada and the social medias are Facebook, Twitter, YouTube and Instagram. The study used a quantitative research design, with a questionnaire survey. We collected 438 valid answers. The results do not suggest a relationship between culture and consumer brand engagement on luxury brands through social media among millennials from Brazil and Italy. It is possible that cultural differences were not significant in this study because the brands were not able to engage millennial consumers in both countries or because millennials have a low engagement with brands online. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-01-02 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion pesquisa empírica |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://internext.espm.br/internext/article/view/442 10.18568/internext.v14i1.442 |
url |
https://internext.espm.br/internext/article/view/442 |
identifier_str_mv |
10.18568/internext.v14i1.442 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://internext.espm.br/internext/article/view/442/pdf |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Internext info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Internext |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
dc.source.none.fl_str_mv |
Internext - International Business and Management Review ; Vol. 14 No. 1 (2019): Janeiro - Abril; 14-30 Internext; v. 14 n. 1 (2019): Janeiro - Abril; 14-30 1980-4865 reponame:Internext instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Internext |
collection |
Internext |
repository.name.fl_str_mv |
Internext - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
internext@espm.br |
_version_ |
1793890310047137792 |