Opera as Luxury in Culture: The Marketing Impact of Digitalization

Nicola Bellini
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Nicola Bellini: Scuola Superiore Sant’Anna

Chapter Chapter 17 in The Art of Digital Marketing for Fashion and Luxury Brands, 2021, pp 423-440 from Springer

Abstract: 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.

Keywords: Opera; Digital opera; Luxury marketing; Band community; Social networks; Opera-related online communities (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70324-0_17

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DOI: 10.1007/978-3-030-70324-0_17

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