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Can "Whatsapp" be the new luxury "app"? (c2018)

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dc.contributor.author Mehdi, Nour I.
dc.date.accessioned 2018-10-09T10:01:30Z
dc.date.available 2018-10-09T10:01:30Z
dc.date.copyright 2018 en_US
dc.date.submitted 2018-02-26
dc.identifier.uri http://hdl.handle.net/10725/8597
dc.description.abstract Although Internet growth and social media expansion have a significant impact on the luxury fashion industry, studies tackling the latter subjects are still limited in number and scope. As the luxury market reached saturation due to its gradual expansion and rapid customer growth, luxury brands felt compelled to embrace various social media platforms. Whereas some brands use the Internet cautiously and exclusively for branding purposes, others update their online strategies continuously to reserve a place at the vanguard of social media usage for communication, retailing, advertising and customization purposes. Recently, luxury brands such as Louis Vuitton, Dior, Chanel, Hugo Boss, and Porsche Design, among others started adopting the usage of “WhatsApp” as a communication platform with their loyal consumers. This movement came complementary to the increase in the number of active WhatsApp users especially in the MENA region. The main aim of this study was to explore luxury brands’ loyal consumers’ attitudes toward WhatsApp usage as a communication mean in the luxury industry. The findings of the study indicate that, regardless of the informality of the WhatsApp service, luxury consumers are willing to adopt it under strict conditions. Indeed, WhatsApp gave customers in the MENA region the ability to fulfill some of their shopping needs by receiving personalized responses whilst removing time and geographical constraints from the equation. en_US
dc.language.iso en en_US
dc.subject Lebanese American University -- Dissertations en_US
dc.subject Dissertations, Academic en_US
dc.subject Luxury goods -- Internet marketing en_US
dc.subject Branding (Marketing) en_US
dc.subject Customer relations en_US
dc.subject Digital media en_US
dc.title Can "Whatsapp" be the new luxury "app"? (c2018) en_US
dc.type Thesis en_US
dc.title.subtitle a study on loyal consumers' attitudes toward WhatsApp usage in the luxury industry en_US
dc.term.submitted Spring en_US
dc.author.degree Master of Bus. Administration en_US
dc.author.school SOB en_US
dc.author.idnumber 201102778 en_US
dc.author.commembers Mrad, Mona
dc.author.commembers Ramadan, Zahy
dc.author.department Department of Hospitality Management and Marketing (HMKT) en_US
dc.description.embargo N/A en_US
dc.description.physdesc 1 hard copy: viii, 61 leaves; 31 cm. available at RNL. en_US
dc.author.advisor Farah, Maya F.
dc.keywords Luxury en_US
dc.keywords social media en_US
dc.keywords WhatsApp en_US
dc.keywords MENA region en_US
dc.description.bibliographiccitations Bibliography : leaves 42-58. en_US
dc.identifier.doi https://doi.org/10.26756/th.2018.77 en_US
dc.author.email nour.mehdi@lau.edu en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/thesis.php en_US
dc.publisher.institution Lebanese American University en_US
dc.author.affiliation Lebanese American University en_US


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