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Artificial Intelligence and Predictive Analytics: Towards a Praxis of Personalised Shopping Experiences Read chapter Read first chapter

2024 | OriginalPaper | Chapter

14. Heritage Communication on Social Media in the Luxury Brand Market: The 4-H Factors Framework

Authors : Fabrizio Mosca, Wided Batat, Valentina Chiaudano

Published in: Digital Transformation for Fashion and Luxury Brands

Publisher: Springer International Publishing

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Abstract

While developments in digital luxury brand communication have led to several studies about the motivation of digital users to engage with luxury brands and the effect of online communication on consumers, few researchers have addressed the role of heritage within the digital environment. This chapter therefore responds to the call for research studies on how the unique characteristics of luxury brands are communicated in social media by analyzing specifically how luxury brands communicate their heritage on social media. The research results in a framework that categorizes online communication about the heritage of luxury brands according to four dimensions: The founder and his or her family, the link with the past, the processing techniques of the past, and the people who made the brand famous.

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previous chapter Strategies for Greening the Fashion Supply Chain
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Metadata
Title
Heritage Communication on Social Media in the Luxury Brand Market: The 4-H Factors Framework
Authors
Fabrizio Mosca
Wided Batat
Valentina Chiaudano
Copyright Year
2024
Book
Digital Transformation for Fashion and Luxury Brands

Print ISBN: 978-3-031-35588-2

Electronic ISBN: 978-3-031-35589-9

Copyright Year: 2024

DOI
https://doi.org/10.1007/978-3-031-35589-9_14