Harnessing the Influence of Social Media in Online Luxury Brand Communication
(2019)
Conference Proceeding
Lu, X., Filieri, R., & Rahman, M. (2019). Harnessing the Influence of Social Media in Online Luxury Brand Communication. In 2019 Global Fashion Management Conference at Paris Proceedings. , (105-128). https://doi.org/10.15444/GFMC2019.01.07.02
This research has adopted Word-of-Mouth (WOM) and social support theory along with a social media (SM) perspective to investigate why consumers enjoy using SM and interacting with luxury brand. Focusing on fundamental human needs, this study aims to... Read More about Harnessing the Influence of Social Media in Online Luxury Brand Communication.