Social media has become an integrated part of everyday life, but its entry into the luxury
goods industry has been far from easy. The use of social media in the luxury beauty industry …

Social media has become an integrated part of everyday life, but its entry into the luxury
goods industry has been far from easy. The use of social media in the luxury beauty industry …

Debates regarding the ontological relationship between Social Media and customer
retention have attracted considerable attention, particularly in the luxury beauty industry. The …

Luxury brands have always been fashion industry leaders, with admirable aesthetic value
and innovative yet traditional business management. The brands constantly struggle to …

Social media has become an increasingly important platform for brands in order to
showcase their products. The social media posts can reach a wide range of potential …

Purpose Digital technologies and social media have improved the connectivity and
collaboration between firms and customers in all sectors. However, in the luxury sector, the …

The importance of social media is evident as millions of people use it to connect with others,
share content, and discuss different topics (Kaplan & Haenlein, 2010; Kim & Ko, 2010) …

From the social media marketing perspective, the rapid speed of change in the high-street
fashion industry generated the need to create, adapt and integrate conversations that will …

The importance of social media is evident, as millions of people use it to connect with others,
share content and discuss different topics. Although it is clear that social media is powerful …

In light of a growing interest in the use of social media marketing (SMM) among luxury
fashion brands, this study set out to identify attributes of SMM activities and examine the …