The transformation of consumer and audience media attitude and buying behavior can be described as such a output of the evolution of the technology and the fall of communication barriers between firms and their target. Marketers and Communication managers are facing new challenges: nowadays people ask for a more transparent and close relationship with organizations they buy product from. This research project assumes that luxury companies are changing their strategic action, in order to communicate with their changing target. Through a research have started three years ago, the intent of this present paper is to empirically and qualitatively examine how luxury brands communication strategies have been evolving during the latest years towards a stronger relationship with a huge variety of different audiences at the same time. The interaction has to follow a continuous way and the will of contents sharing must be the center of every communication effort in order to enhance the experience of consumers and to establish a strong relationship with the audience, since people – today more than 10 year ago – aim to share, aim to fell like they are a part of a certain community. The present research on 100 cases shows that, even in the luxury markets, players who have the most authority and esteem are the ones using social media tools and counting a higher number of impressions on social networks and a higher frequency of video views and shares content online.
TOWARD LUXURY BRANDS AND THEIR ONLINE COMMUNICATION: A STUDY OVER PLAYERS EFFORTS AND THEIR SOCIAL ENGAGEMENT
MOSCA, Fabrizio;CASALEGNO, Cecilia Giuliana
2016-01-01
Abstract
The transformation of consumer and audience media attitude and buying behavior can be described as such a output of the evolution of the technology and the fall of communication barriers between firms and their target. Marketers and Communication managers are facing new challenges: nowadays people ask for a more transparent and close relationship with organizations they buy product from. This research project assumes that luxury companies are changing their strategic action, in order to communicate with their changing target. Through a research have started three years ago, the intent of this present paper is to empirically and qualitatively examine how luxury brands communication strategies have been evolving during the latest years towards a stronger relationship with a huge variety of different audiences at the same time. The interaction has to follow a continuous way and the will of contents sharing must be the center of every communication effort in order to enhance the experience of consumers and to establish a strong relationship with the audience, since people – today more than 10 year ago – aim to share, aim to fell like they are a part of a certain community. The present research on 100 cases shows that, even in the luxury markets, players who have the most authority and esteem are the ones using social media tools and counting a higher number of impressions on social networks and a higher frequency of video views and shares content online.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
