Does social media presence of luxury brands affect consumers´ perceived luxury value?
Autor(a) principal: | |
---|---|
Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/132587 |
Resumo: | Social media has fundamentally transformed the business environment. In fact, in most industries social media adoption has been relatively rapid, however, luxury brands’ relationship with social media is slightly more complicated. The appeal of luxury products stems from their prestige and exclusivity. This is not the case for social media platforms. They pose both a challenge and an opportunity for luxury sector. Hence objective of this study is to investigate whether social media presence of luxury brands affects consumers’ perceived luxury value. Through an experimental research design and quantitative data collection, results show that the former has little to no effect on the latter. |
id |
RCAP_ee9ee8bce85017a9e659bee6fcca2c87 |
---|---|
oai_identifier_str |
oai:run.unl.pt:10362/132587 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Does social media presence of luxury brands affect consumers´ perceived luxury value?Luxury managementLuxury brandsLuxury valueSocial mediaMediation analysisModeration analysisDomínio/Área Científica::Ciências Sociais::Economia e GestãoSocial media has fundamentally transformed the business environment. In fact, in most industries social media adoption has been relatively rapid, however, luxury brands’ relationship with social media is slightly more complicated. The appeal of luxury products stems from their prestige and exclusivity. This is not the case for social media platforms. They pose both a challenge and an opportunity for luxury sector. Hence objective of this study is to investigate whether social media presence of luxury brands affects consumers’ perceived luxury value. Through an experimental research design and quantitative data collection, results show that the former has little to no effect on the latter.Gardete, PedroRUNRozwadowska, Aleksandra Katarzyna2021-09-202021-09-202024-09-20T00:00:00Z2021-09-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/132587TID:202837394enginfo: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:RCAAP2024-03-11T05:11:16Zoai:run.unl.pt:10362/132587Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:31.740837Repositório 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 |
Does social media presence of luxury brands affect consumers´ perceived luxury value? |
title |
Does social media presence of luxury brands affect consumers´ perceived luxury value? |
spellingShingle |
Does social media presence of luxury brands affect consumers´ perceived luxury value? Rozwadowska, Aleksandra Katarzyna Luxury management Luxury brands Luxury value Social media Mediation analysis Moderation analysis Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Does social media presence of luxury brands affect consumers´ perceived luxury value? |
title_full |
Does social media presence of luxury brands affect consumers´ perceived luxury value? |
title_fullStr |
Does social media presence of luxury brands affect consumers´ perceived luxury value? |
title_full_unstemmed |
Does social media presence of luxury brands affect consumers´ perceived luxury value? |
title_sort |
Does social media presence of luxury brands affect consumers´ perceived luxury value? |
author |
Rozwadowska, Aleksandra Katarzyna |
author_facet |
Rozwadowska, Aleksandra Katarzyna |
author_role |
author |
dc.contributor.none.fl_str_mv |
Gardete, Pedro RUN |
dc.contributor.author.fl_str_mv |
Rozwadowska, Aleksandra Katarzyna |
dc.subject.por.fl_str_mv |
Luxury management Luxury brands Luxury value Social media Mediation analysis Moderation analysis Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Luxury management Luxury brands Luxury value Social media Mediation analysis Moderation analysis Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Social media has fundamentally transformed the business environment. In fact, in most industries social media adoption has been relatively rapid, however, luxury brands’ relationship with social media is slightly more complicated. The appeal of luxury products stems from their prestige and exclusivity. This is not the case for social media platforms. They pose both a challenge and an opportunity for luxury sector. Hence objective of this study is to investigate whether social media presence of luxury brands affects consumers’ perceived luxury value. Through an experimental research design and quantitative data collection, results show that the former has little to no effect on the latter. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-20 2021-09-20 2021-09-20T00:00:00Z 2024-09-20T00:00:00Z |
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/10362/132587 TID:202837394 |
url |
http://hdl.handle.net/10362/132587 |
identifier_str_mv |
TID:202837394 |
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 |
repository.mail.fl_str_mv |
|
_version_ |
1799138077974724608 |