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Online Customer Engagement in the Aftermath of COVID-19: Opportunities for the Luxury Industry

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Duc Hoang

    (Universidade Nova de Lisboa)

  • Sofia Kousi

    (Universidade Nova de Lisboa)

  • Luis F. Martinez

    (Universidade Nova de Lisboa)

Abstract

The pandemic brought businesses to a standstill, and the luxury sector was no exception. In order to survive, business activities are digitalizing fast, but the question is whether this direction is suitable for luxury – an industry that needs to preserve exclusiveness as well as direct human contact. This study proposes the application of the “online customer engagement cycle” model to luxury businesses, to bring about the most effective way to strengthen and manage customer activities when digitizing, thereby supporting luxury brands to stand firm and set a foundation for post-pandemic success.

Suggested Citation

  • Duc Hoang & Sofia Kousi & Luis F. Martinez, 2022. "Online Customer Engagement in the Aftermath of COVID-19: Opportunities for the Luxury Industry," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez (ed.), Advances in Digital Marketing and eCommerce, pages 259-266, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-05728-1_27
    DOI: 10.1007/978-3-031-05728-1_27
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