KOREASCHOLAR

THE POWER OF SILENCE: HIGH-END FASHION BRANDS WITHDRAW FROM SOCIAL MEDIA

Olga Nechaeva, Valentina Mazzoli, Raffaele Donvito, Virginia Vannucci, Gaetano Aiello
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422219
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.239-244
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Some well-known luxury fashion brands log off social media or deliberately keep their accounts empty. The article investigates how consumers of high-end fashion brands react to this social media strategy through a series of experiments. This study provides managerial implications for social media strategy of luxury fashion brands.

Keyword
Luxury brandsFashionSocial mediaScarcityUniqueness.
Author
  • Olga Nechaeva(University of Pisa, Italy)
  • Valentina Mazzoli(University of Verona, Italy)
  • Raffaele Donvito(University of Florence, Italy)
  • Virginia Vannucci(University of Bologna, Italy)
  • Gaetano Aiello(University of Florence, Italy)