Rationalizing social media opportunities and customer relationships in the luxury fashion industry

Azemi, Yllka, Ozuem, Wilson ORCID: https://orcid.org/0000-0002-0337-1419 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).

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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
Publisher:	CJEAS
ISSN:	2047-8755
Departments:	Institute of Business, Industry and Leadership > Business
Depositing User:	Christian Stretton
Date Deposited:	15 Apr 2020 12:36
Last Modified:	25 Oct 2023 08:00
URI:	https://insight.cumbria.ac.uk/id/eprint/5517

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