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2021 | OriginalPaper | Buchkapitel

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

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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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Metadaten
Titel
Opera as Luxury in Culture: The Marketing Impact of Digitalization
verfasst von
Nicola Bellini
Copyright-Jahr
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_17