Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?

Detalhes bibliográficos
Autor(a) principal: Zucchetti, Nicola
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/153482
Resumo: My topic is the influence that technology has on how consumers experience luxury jewellery. I investigated Baby Boomers’ interest in experiential digital levers, traditionally tailored at Gen Z, in Italy, a lucrative market abundant of older people. Through seven interviews to Italian Baby Boomers women, I created a Positioning Matrix benchmarking selected digital levers against the in-store experience, Baby Boomers’ still preferred method of purchasing jewellery. I subsequentially proposed a way to bridge the in-store and livestreaming experience, identified as the most humanistic and easy to interact with digital lever. The implications of my paper are both managerial and academic.
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spelling Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?DigitalBaby BoomersJewelleryCEMS MIMDomínio/Área Científica::Ciências Sociais::Economia e GestãoMy topic is the influence that technology has on how consumers experience luxury jewellery. I investigated Baby Boomers’ interest in experiential digital levers, traditionally tailored at Gen Z, in Italy, a lucrative market abundant of older people. Through seven interviews to Italian Baby Boomers women, I created a Positioning Matrix benchmarking selected digital levers against the in-store experience, Baby Boomers’ still preferred method of purchasing jewellery. I subsequentially proposed a way to bridge the in-store and livestreaming experience, identified as the most humanistic and easy to interact with digital lever. The implications of my paper are both managerial and academic.Torres, António MarinhoRUNZucchetti, Nicola2022-06-292022-05-302027-05-30T00:00:00Z2022-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/153482TID:203064372enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:36:02Zoai:run.unl.pt:10362/153482Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:55:18.985014Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
title Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
spellingShingle Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
Zucchetti, Nicola
Digital
Baby Boomers
Jewellery
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
title_full Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
title_fullStr Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
title_full_unstemmed Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
title_sort Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
author Zucchetti, Nicola
author_facet Zucchetti, Nicola
author_role author
dc.contributor.none.fl_str_mv Torres, António Marinho
RUN
dc.contributor.author.fl_str_mv Zucchetti, Nicola
dc.subject.por.fl_str_mv Digital
Baby Boomers
Jewellery
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Digital
Baby Boomers
Jewellery
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description My topic is the influence that technology has on how consumers experience luxury jewellery. I investigated Baby Boomers’ interest in experiential digital levers, traditionally tailored at Gen Z, in Italy, a lucrative market abundant of older people. Through seven interviews to Italian Baby Boomers women, I created a Positioning Matrix benchmarking selected digital levers against the in-store experience, Baby Boomers’ still preferred method of purchasing jewellery. I subsequentially proposed a way to bridge the in-store and livestreaming experience, identified as the most humanistic and easy to interact with digital lever. The implications of my paper are both managerial and academic.
publishDate 2022
dc.date.none.fl_str_mv 2022-06-29
2022-05-30
2022-06-29T00:00:00Z
2027-05-30T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/153482
TID:203064372
url http://hdl.handle.net/10362/153482
identifier_str_mv TID:203064372
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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