Social media: a new channel of communication for luxury brands' customer relation strategy

• Autor(a) principal: Merlio, Hortense
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/14493
• topic: Gestão de marketing; Meios de comunicação de massas; Estratégias de marca; Relação produtor-consumidor; Motivação do consumidor; Social media marketing; Fashion luxury brands; Profit seeking; CRM Customer relationship management; Marketing de media social; Marcas de moda de luxo; Busca de lucros; Relacionamento com o cliente

With the arrival of social media into our lives, that made it possible to reconsider traditional marketing strategies. Various brands have created their own page on many social media platforms such as Facebook and Instagram. Despite this increase in brand membership, luxury brands have been reluctant to engage in new digital strategies. This project involves discovering the new relationship between luxury brands and social media. The goal is to show how the luxury world digitalized gradually, and how they are now getting more and more involved on each platform. Each social media platform has its own potential and luxury brands should use them in the best possible way, in order to seek profit and improve customer relationships. This paper attempts to understand how luxury brands can modernize their image through social media. It is paramount to analyze how they are targeting new generations such as the millennials. Audiences are no longer passive; they are seeking for commitment and information from brands Moreover, a comparative analysis between luxury brands and masstige brands will help us understand how collaborations between those two can be a benefit for the social media strategy in the luxury sector. Furthermore, luxury brands should engage with new social media strategies by using networks (such as WhatsApp, Snapchat or Twitter) that are not saturated by the fashion sector yet