Azemi, Yllka, Ozuem, Wilson and Hobson, Ana (2020) Rationalizing social media opportunities and customer relationships in the luxury fashion industry. Interdisciplinary Journal of Economics and Business Law, 9 (3). Item availability may be restricted.
![]() |
PDF
Restricted to Repository staff only Download (482kB) | Contact the author |
Abstract
The internet is a conventional means of customer communication for all types of business. However, luxury companies are still in the experimental phase of utilizing social media to generate customer relationships. The marketing literature discloses insights into the advantages of social media customer relationships, although there is limited information on how online luxury customers pursue satisfactory social media relationships. Drawing on social identity theory, this paper extends understanding of luxury customers’ conceptualization of their social media relationships. Three constituents of company–customer online relationships are identified: visualization, status, and intrinsic influence. Our results suggest that social impact conceals perceptions of the online relationship with luxury brands.
Item Type: | Article |
---|---|
Journal / Publication Title: | Interdisciplinary Journal of Economics and Business Law |
ISSN: | 2047-8747 |
Departments: | Academic Departments > Business, Law, Policing & Social Sciences (BLPSS) > Business |
Depositing User: | Christian Stretton |
Date Deposited: | 15 Apr 2020 12:36 |
Last Modified: | 06 Jul 2021 08:00 |
URI: | https://insight.cumbria.ac.uk/id/eprint/5517 |