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2019-11-02 - Article/Dans un journal avec peer-review - Anglais - 14 page(s)

Deprince Elodie , Geerts Angy , "EVIDENCE ON EXPECTATIONS OF LUXURY VS NON-LUXURY CONSUMERS ON FACEBOOK LUXURY BRAND PAGES?" in Global Journal of Business Research

  • Edition : Institute for Business and Finance Research, Hilo (Hawaï)
  • Codes CREF : Marketing et publicité (DI4365)
  • Unités de recherche UMONS : Marketing et Communication (W727)
  • Instituts UMONS : Institut de Recherche en Développement Humain et des Organisations (HumanOrg)
Texte intégral :

Abstract(s) :

(Anglais) Luxury has been reluctant to Internet strategies for a while namely due to its willingness to stay rare and exclusive. When it comes to social media, these rely even more on a concept of accessibility. Though luxury brands have finally incorporated social media into their marketing strategies. Today, the majority of the brands are present in social media. This raise the question of the expectations of luxury brands followers. On the basis of a literature review of the founding papers on Luxury and Social Media and of a two-fold methodology including depth-interviews with luxury consumers and a focus group with non-consumers, this research aims to identify the main expectations of luxury consumers and non-consumers on the Facebook pages. The results emphasize the existence of two categories of persons regarding their expectations towards luxury brands Facebook pages. The “Facebook Enthusiasts” and the “Facebook Opportunists” have been identified. The identification of these two categories should help the brand to adapt the content of their Facebook pages.