The pandemic brought businesses to a standstill, and the luxury sector was no exception. In order to survive, business activities are digitalizing fast, but the question is whether this direction is suitable for luxury – an industry that needs to preserve exclusiveness as well as direct human contact. This study proposes the application of the “online customer engagement cycle” model to luxury businesses, to bring about the most effective way to strengthen and manage customer activities when digitizing, thereby supporting luxury brands to stand firm and set a foundation for post-pandemic success.
|Title of host publication||Advances in Digital Marketing and eCommerce|
|Editors||Francisco J. Martínez-López, Luis F. Martinez|
|Place of Publication||Cham|
|Publication status||Published - 8 Jun 2022|
|Name||Springer Proceedings in Business and Economics|
- Customer engagement