| Summary: | Social media is a place where billions of people around the world each day communicate, interact, create content, share information, seek entertainment (and entertain others), and consume and share news. For businesses, including the luxury industry, social media is now an important tool for advertising and communications, and offers opportunities for engaging consumers in various forms of digital social interactions. Despite the increased use of social media for strategic marketing, branding and consumer engagement purposes in luxury, however, the role of social media in luxury branding has been scantly addressed in extant literature. This chapter addresses this by (1) helping academics and practitioners understand how luxury and social media fit together, and (2) advancing a research agenda aimed at better understanding the luxury consumer in the social media age.
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