How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics
Author:
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Statistics, Probability and Uncertainty,Strategy and Management,Economics, Econometrics and Finance (miscellaneous)
Link
https://link.springer.com/content/pdf/10.1057/s41270-023-00276-w.pdf
Reference81 articles.
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2. Ahuja, V. 2014. Louis Vuitton: Using digital presence for brand repositioning and CRM. In Handbook of research on effective marketing in contemporary globalism. IGI Global.
3. Arrigo, E. 2018. Social media marketing in luxury brands: A systematic literature review and implications for management research. Management Research Review 41 (6): 657–679. https://doi.org/10.1108/MRR-04-2017-0134.
4. Athwal, N., D. Istanbulluoglu, and S.E. McCormack. 2018. The allure of luxury brands’ social media activities: A uses and gratifications perspective. Information Technology & People. https://doi.org/10.1108/ITP-01-2018-0017.
5. Barger, V., J.W. Peltier, and D.E. Schultz. 2016. Social media and consumer engagement: A review and research agenda. Journal of Research in Interactive Marketing 10 (4): 268–287. https://doi.org/10.1108/JRIM-06-2016-0065.
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