The purpose of this study is to investigate how consumers perceive luxury fashion brands' use of digital channels and disruptive technologies, during the COVID-19 pandemic, in order to contribute to the literature and create new understandings of the digitalization of the luxury fashion industry. The research proposes to analyze the case of Gucci.
The Impact of Social Media Marketing Efforts (SMMEs) of Luxury Brands During the COVID-19 Pandemic on Consumers' Perception: The Case of Gucci
Botnari, Irina
2021/2022
Abstract
The purpose of this study is to investigate how consumers perceive luxury fashion brands' use of digital channels and disruptive technologies, during the COVID-19 pandemic, in order to contribute to the literature and create new understandings of the digitalization of the luxury fashion industry. The research proposes to analyze the case of Gucci.File in questo prodotto:
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Utilizza questo identificativo per citare o creare un link a questo documento:
https://hdl.handle.net/20.500.14247/14636