IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-35589-9_14.html
   My bibliography  Save this book chapter

Heritage Communication on Social Media in the Luxury Brand Market: The 4-H Factors Framework

In: Digital Transformation for Fashion and Luxury Brands

Author

Listed:
  • Fabrizio Mosca

    (University of Turin)

  • Wided Batat

    (French American Luxury Institute)

  • Valentina Chiaudano

    (University of Turin)

Abstract

While developments in digital luxury brand communication have led to several studies about the motivation of digital users to engage with luxury brands and the effect of online communication on consumers, few researchers have addressed the role of heritage within the digital environment. This chapter therefore responds to the call for research studies on how the unique characteristics of luxury brands are communicated in social media by analyzing specifically how luxury brands communicate their heritage on social media. The research results in a framework that categorizes online communication about the heritage of luxury brands according to four dimensions: The founder and his or her family, the link with the past, the processing techniques of the past, and the people who made the brand famous.

Suggested Citation

  • Fabrizio Mosca & Wided Batat & Valentina Chiaudano, 2024. "Heritage Communication on Social Media in the Luxury Brand Market: The 4-H Factors Framework," Springer Books, in: Wilson Ozuem & Silvia Ranfagni & Michelle Willis (ed.), Digital Transformation for Fashion and Luxury Brands, chapter 14, pages 293-311, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-35589-9_14
    DOI: 10.1007/978-3-031-35589-9_14
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-031-35589-9_14. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.