Online Customer Engagement in the Aftermath of COVID-19: Opportunities for the Luxury Industry

Duc Hoang (), Sofia Kousi and Luis F. Martinez
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Duc Hoang: Universidade Nova de Lisboa
Sofia Kousi: Universidade Nova de Lisboa
Luis F. Martinez: Universidade Nova de Lisboa

A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 259-266 from Springer

Abstract: Abstract The pandemic brought businesses to a standstill, and the luxury sector was no exception. In order to survive, business activities are digitalizing fast, but the question is whether this direction is suitable for luxury – an industry that needs to preserve exclusiveness as well as direct human contact. This study proposes the application of the “online customer engagement cycle” model to luxury businesses, to bring about the most effective way to strengthen and manage customer activities when digitizing, thereby supporting luxury brands to stand firm and set a foundation for post-pandemic success.

Keywords: Customer engagement; Luxury; Fashion; Online; COVID-19 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_27

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DOI: 10.1007/978-3-031-05728-1_27

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