Which innovative digital tools are more effective to promote luxury Jewellery to baby boomers in Italy?
Autor(a) principal: | |
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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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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 |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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1799138140729901056 |