Stokinger, Ellen and Ozuem, Wilson (2018) Social media and customer retention: implications for the luxury beauty industry. In: Marketing and social media. IGI Global, Hershey, Philadelphia, pp. 733-755. ISBN 978-1-5225-5637-4
Full text not available from this repository. (Request a copy)Abstract / Description
Social media has become an integrated part of everyday life, but its entry into the luxury goods industry has been far from easy. 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 the cosmetics industry. Further, the authors 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.
Item Type: | Book Section |
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Additional Information: | ** From Crossref via Jisc Publications Router |
Uncontrolled Keywords: | social media; customer retention; luxury beauty industry; luxury brands |
Subjects: | 300 Social sciences 300 Social sciences > 330 Economics |
Department: | Guildhall School of Business and Law |
SWORD Depositor: | Pub Router |
Depositing User: | Pub Router |
Date Deposited: | 13 Mar 2019 14:59 |
Last Modified: | 06 Jul 2020 12:06 |
URI: | https://repository.londonmet.ac.uk/id/eprint/4688 |
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