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The Key Drivers of Perceived Omnichannel Service Quality in Fashion Read chapter Read first chapter

2021 | OriginalPaper | Chapter

17. Opera as Luxury in Culture: The Marketing Impact of Digitalization

Author : Nicola Bellini

Published in: The Art of Digital Marketing for Fashion and Luxury Brands

Publisher: Springer International Publishing

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Abstract

In the present paper, we intend to provide a preliminary framework to analyze the process of digitalization in opera consumption, by exploring the analogies with digitalization in luxury markets. Two main issues are discussed. First, we consider digitalization as a tool for market expansion and possibly “democratization” through increased accessibility. Evidence suggests that, rather than generating new opera audiences, digitalization provides an extension of opera experience for the existing customer base, that is especially relevant for second and third “tier” customers. Second, we look at the early stages in the adoption of digital marketing approaches and especially at the creation of online communities based on social networks.

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Metadata
Title
Opera as Luxury in Culture: The Marketing Impact of Digitalization
Author
Nicola Bellini
Copyright Year
2021
Publisher
Springer International Publishing
Book
The Art of Digital Marketing for Fashion and Luxury Brands

Print ISBN: 978-3-030-70323-3

Electronic ISBN: 978-3-030-70324-0

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-70324-0_17