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- W4206788452 abstract "AbstractAs the world has evolved into a virtual marketplace, luxury brands have been slow about joining the digital age. It is clear e-Commerce, mobile apps, social media, and other technology-based platforms are an integral part of today’s retail landscape, leaving luxury brands in a conundrum about how to acclimate while remaining exclusive. The past few years of digital adoption by luxury brands have resulted in strong financial results; however, the additional visibility has increased concerns over loss of exclusivity. Still, luxury brands that refuse to become active on social media lose visibility and sales to competitors using social media platforms and are seen as outdated by internet users, particularly Millennials. According to Google, ‘100 per cent of affluent shoppers use a smartphone, tablet, or desktop computer.’ Furthermore, research conducted by Pew Research Center found 69 per cent of adult internet users in the United States use Facebook, which is the largest adoption percentage of all social media platforms. Luxury brands without an e-Commerce or a social media component are shrinking their market share and crippling their ability to increase sales. Luxury brands are resistant to e-Commerce for the same reasons they are avoiding social media. However, Omni-channel marketing, an integrated shopping experience, which allows consumers to shop from a desktop, laptop, mobile device, or brick and mortar store, has proven successful in the luxury sector. But, how can luxury brands respond to the digital world and remain exclusive, aspirational, and alluring?" @default.
- W4206788452 created "2022-01-26" @default.
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- W4206788452 date "2021-12-18" @default.
- W4206788452 modified "2023-09-24" @default.
- W4206788452 title "The Luxury, Social Media, and E-Commerce Conundrum" @default.
- W4206788452 doi "https://doi.org/10.1163/9789004446595_008" @default.
- W4206788452 hasPublicationYear "2021" @default.
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