What does the future hold for luxury brands in social media

Monday, July 19, 2021 - 15:15

Dean Creevey, our PhD student, together with our colleagues Prof Joseph Coughlan and Dr Christina O’Connor reviewed the academic literature on the intersection of social media and luxury. Luxury brands have been slow to take advantage of social media as many of the benefits of social media (ability to co-create content, ability to interact informally with brands) go against the traditional rarefied image of luxury brands who place themselves on pedestals away from their customers. This review brings the literature together into five themes and explore how luxury brands will use the benefits of social media in the future.

You can read the paper here