The use of Facebook as a means of marketing communication for luxury brands

Wioleta Dryl , Luciana de Araujo Gil , Tomasz Dryl

Abstract

The presence of luxury brands in social media is getting more intensive. Although the management of luxury product, requires the use of specific marketing tools, manufacturers of luxury goods undergo the current trends, engaging in activities such as blogs, tweets, social networks. Until recently, the presence on social networking sites such as Facebook, was considered in the category of threats to corporate reputation. Nowadays, many luxury brands treat Facebook as a mandatory tool of creating their image. The aim of article is the analysis of the activity of manufacturers of luxury goods on Facebook. Because of strong transparency of the fashion industry, the considerations set out in the article focus precisely on this sector.
Author Wioleta Dryl (FM / DMar)
Wioleta Dryl,,
- Department of Marketing
, Luciana de Araujo Gil
Luciana de Araujo Gil,,
-
, Tomasz Dryl (FM / DMar)
Tomasz Dryl,,
- Department of Marketing
Journal seriesTorun Business Review, ISSN 1643-8175, (B 8 pkt)
Issue year2017
Vol16
No1
Pages63-74
Publication size in sheets0.55
Keywords in Englishluxury brands, social media, Facebook, luxury products
DOIDOI:10.19197/tbr.v16i1.69
URL https://tbr.wsb.torun.pl/index.php/journal/article/download/69/109
Languageen angielski
LicenseJournal (articles only); published final; Uznanie Autorstwa - Użycie Niekomercyjne - Bez utworów zależnych (CC-BY-NC-ND); with publication
Score (nominal)8
ScoreMinisterial score = 8.0, 15-12-2017, ArticleFromJournal
Ministerial score (2013-2016) = 8.0, 15-12-2017, ArticleFromJournal
Citation count*
Cite
Share Share

Get link to the record


* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
Back