The role of social media in marketing strategies of luxury brands: a comparative analysis between traditional marketing approaches and social media driven strategies
D'Attilia, Giulia (A.A. 2022/2023) The role of social media in marketing strategies of luxury brands: a comparative analysis between traditional marketing approaches and social media driven strategies. Tesi di Laurea in Management, Luiss Guido Carli, relatore Francesca Vicentini, pp. 37. [Bachelor's Degree Thesis]
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Abstract/Index
Background. Definitions of social media marketing. The luxury fashion industry. What is the luxury fashion industry and how is it segmented? An industry in constant evolution: main changes of the last decades. Consumers and target audience of luxury fashion companies. Social media in the luxury fashion industry. Origins and transformation of social media: a revolution in marketing strategies. The role of digital marketing for luxury fashion brands and the most used communication channels. Differences among the main social media platforms: benefits and threats of each. Comparison between two opposite approaches towards social media. Dior and its strong presence on social media. Hermès: a more traditional strategy. Main differences and requisites influencing both marketing strategies: would a change still be possible, and would it be a good idea? Implications arising from social media-driven marketing strategies from a managerial prespective. Challenges and opportunities of using social media for luxury fashion brands. Impact of social media on human resources and product ideation. Impact of social media on profits: both positive and negative.
References
Bibliografia: pp. 35-37.
| Thesis Type: | Bachelor's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33) |
| Chair: | Management |
| Thesis Supervisor: | Vicentini, Francesca |
| Academic Year: | 2022/2023 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 10 Sep 2024 15:08 |
| Last Modified: | 10 Sep 2024 15:08 |
| URI: | https://tesi.luiss.it/id/eprint/39571 |
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