دانلود رایگان مقاله انگلیسی بازاریابی رسانه های اجتماعی در برند های لوکس: بررسی ادبی سیستماتیک - امرالد 2018

Abstract

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 approach to social media and digital technologies has been slower than in other industries. The purpose of this paper is to review the academic literature on social media marketing in luxury brands to highlight the current state of the art, the addressed key research themes and the implications for management research and practice. Design/methodology/approach – A systematic literature review of academic research on social media marketing has been conducted to gather, examine and synthetize studies related to luxury brands. By following a review protocol based on both automatic and manual search on the Scopus database, all relevant studies on luxury brands were identified and analyzed. Findings – A critical conceptualization of social media marketing in luxury brands has been provided and the emerging key research themes have been categorized into four main areas. Originality/value – Academic literature about social media marketing activities in luxury firms is very limited and existing studies focus only on certain aspects, contexts or single cases. In contrast, the value of this study, for both academics and practitioners, lies in providing, for the first time, a comprehensive and critical systematization of social media marketing academic literature in the field of luxury brands.

6. Conclusions and implications for management research and practice

This paper has outlined the state of the art of the academic literature about social media marketing in luxury brands carried out between 2010 and 2016 and has offered a categorization of the key emergent research themes, providing a clear overview on social media marketing studies on luxury brands. The relevance of this study for academics ties in with the increasing significance of social media in the fashion and luxury industry aimed at improving customer relationships and finding new opportunities for innovation and cocreation.

From an academic perspective, the systematic literature review carried out has revealed a limited proliferation of sub-topics, a modest evolution of methods, but a growing interest in this research area. Hopefully, by providing new insights on the way this topic has developed, this paper offers an opportunity to further advance this field, the overall aim being to highlight the potential of social media marketing in enhancing the competitiveness of luxury firms. In identifying the key themes addressed in previous studies, researchers can benefit from this and continue to contribute in meaningful and relevant ways. Although numerous challenges remain, by connecting those theoretical methods used by marketing scholars together with business practices of luxury brands, it is hoped that this may promote future interest in luxury brands’ social media marketing academic research.

The academic contribution of the study is twofold: to begin with, the systematic review conducted on existing research studies contributes to the academic literature on social media marketing by providing a theoretical examination of social media within a specific sector of activity, namely, the luxury industry. Luxury represents one of the most prominent industries worldwide with increasing economic, social and cultural significance; thus, understanding the marketing opportunities pursued by luxury brands within social media could be beneficial for firms pertaining to other industries. Moreover, the study contributes to the luxury brand management academic literature by offering a critical systematization and mapping of existing studies on social media marketing in this field.