Typology of social media followers

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dc.contributor.author Ramadan, Zahy
dc.contributor.author Farah, Maya F.
dc.contributor.author Dukenjian, Armig
dc.date.accessioned 2018-11-29T14:44:05Z
dc.date.available 2018-11-29T14:44:05Z
dc.date.copyright 2018 en_US
dc.date.issued 2018-11-29
dc.identifier.issn 0263-4503 en_US
dc.identifier.uri http://hdl.handle.net/10725/9828 en_US
dc.description.abstract Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms. en_US
dc.language.iso en en_US
dc.title Typology of social media followers en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle the case of luxury brands en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.idnumber 199705300 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal Marketing Intelligence & Planning en_US
dc.journal.volume 36 en_US
dc.journal.issue 5 en_US
dc.article.pages 558-571 en_US
dc.keywords Luxury en_US
dc.keywords Internet marketing en_US
dc.keywords Brands en_US
dc.keywords Social network en_US
dc.keywords Community en_US
dc.identifier.doi https://doi.org/10.1108/MIP-01-2018-0039 en_US
dc.identifier.ctation Ramadan, Z., Farah, M. F., & Dukenjian, A. (2018). Typology of social media followers: the case of luxury brands. Marketing Intelligence & Planning, 36(5), 558-571. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.author.email MFarah@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emeraldinsight.com/doi/full/10.1108/MIP-01-2018-0039 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.orcid.id https://orcid.org/0000-0002-6251-4096 en_US
dc.author.affiliation Lebanese American University en_US

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