Building a Luxury Brand on Instagram: The case of Delvaux
This case study examines Delvaux’s Instagram marketing activities using Kim and Ko’s (2012) conceptual framework of five dimensions of social media marketing activities, namely entertainment, interaction, trendiness, customization, and word of mouth. More specific, based on a survey among 195 luxury...
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| Main Authors: | , , |
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| Format: | Article ou chapitre numérique |
| Language: | Français |
| Published: |
2020
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| Subjects: | |
| Online Access: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |