Online customer engagement in the aftermath of COVID-19: Opportunities for the luxury industry

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationAdvances in Digital Marketing and eCommerce
EditorsFrancisco J. Martínez-López, Luis F. Martinez
Place of PublicationCham
PublisherSpringer, Cham
Chapter27
Pages259-266
ISBN (Electronic)978-3-031-05728-1
ISBN (Print)978-3-031-05727-4
DOIs
Publication statusPublished - 8 Jun 2022

Publication series

NameSpringer Proceedings in Business and Economics
PublisherSpringer Cham
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Keywords

  • Customer engagement
  • Luxury
  • Fashion
  • Online
  • Covid-19

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