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Stokinger, Ellen and Ozuem, Wilson (2018) The intersection of social media and customer retention in the luxury beauty industry. In: Marketing and social media. IGI Global, Hershey, Pennsylvania, pp. 1234-1257. ISBN 978-1-5225-5637-4
Debates regarding the ontological relationship between social media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.
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