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Internet, Social Media and Luxury Strategy

In: Luxury Strategy in Action

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  • Fleur Gastaldi

Abstract

Over the past decade, a brand new mass medium has made a dramatic appearance in the form of the Internet – with its major application, the World Wide Web, commonly known as the web. The Internet has drastically changed all traditional business models. In the luxury industry, there has been fierce questioning about how to approach this growing phenomenon, and how to preserve a unique brand image in the open world offered by the Internet. Luxury brands have long debated how to integrate this powerful and intrusive channel of mass communication into the intimacy of an exclusive luxury brand’s strategy.

Suggested Citation

  • Fleur Gastaldi, 2012. "Internet, Social Media and Luxury Strategy," Palgrave Macmillan Books, in: Jonas Hoffmann & Ivan Coste-Manière (ed.), Luxury Strategy in Action, chapter 6, pages 108-124, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-36154-6_7
    DOI: 10.1057/9780230361546_7
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    Cited by:

    1. Béatrice Parguel & Annalisa Fraccaro & Sandrine Macé, 2021. "Compromise pricing in luxury," Post-Print halshs-03503443, HAL.
    2. Parguel, Béatrice & Delécolle, Thierry & Valette-Florence, Pierre, 2016. "How price display influences consumer luxury perceptions," Journal of Business Research, Elsevier, vol. 69(1), pages 341-348.

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