Social Media Marketing em Marcas de Luxo - Revisao Sistemática da Literatura

Social media marketing in luxury brands A systematic literature review and implications for management research Elisa Arrigo Department of Economics Management and Statistics DEMS University of MilanBicocca Milan Italy Abstract Purpose Digital technologies and social media have improved the connectivity and collaboration between firms and customers in all sectors However in the luxury sector the approach to social media and digital technologies has been slower than in other industries The purpose of this paper is to review the academic literature on social media marketing in luxury brands to highlight the current state of the art the addressed key research themes and the implications for management research and practice Designmethodologyapproach A systematic literature review of academic research on social media marketing has been conducted to gather examine and synthetize studies related to luxury brands By following a review protocol based on both automatic and manual search on the Scopus database all relevant studies on luxury brands were identified and analyzed Findings A critical conceptualization of social media marketing in luxury brands has been provided and the emerging key research themes have been categorized into four main areas Originalityvalue Academic literature about social media marketing activities in luxury firms is very limited and existing studies focus only on certain aspects contexts or single cases In contrast the value of this study for both academics and practitioners lies in providing for the first time a comprehensive and critical systematization of social media marketing academic literature in the field of luxury brands Keywords Systematic review Cocreation Competitive advantage Social media marketing Digital luxury Luxury brand Paper type Literature review 1 Introduction The advent of social media and digital technologies has changed the competitive landscape for firms that quickly acknowledged the increasing relevance of social media platforms for business purposes Kaplan and Haenlein 2010 2011 Safko 2010 Bruhn et al 2012 Levy 2013 Wang and Kim 2017 Keegan and Rowley 2017 Social media has been defined as a group of internetbased applications that build on the ideological and technological foundations of Web 20 and that allow the creation and exchange of usergenerated content Kaplan and Haenlein 2010 p 61 Several forms of social media exist such as social networking sites SNSs microblogs content communities virtual worlds and in all of these different ways customers and firms share information insights and experiences Several benefits arise in participating on social media for businesses For example building brand reputation Ngai et al 2015 developing collaborative products Mangold and Faulds 2009 and marketing strategies for brand management Laroche et al 2013 Social media has surely offered companies new business opportunities but also important dilemmas and challenges Coulter 2012 Del Giudice et al 2013 by providing consumers Social media marketing in luxury brands 657 Received 30 April 2017 Revised 28 August 2017 29 October 2017 14 December 2017 Accepted 2 January 2018 Management Research Review Vol 41 No 6 2018 pp 657679 EmeraldPublishingLimited 20408269 DOI 101108MRR0420170134 The current issue and full text archive of this journal is available on Emerald Insight at wwwemeraldinsightcom20408269htm with much more control information and power over the marketing process Customers can generate information and share opinions about a firms products and services with a bigger scope and wider influence than was the case previously Sashi 2012 The new competitive landscape where customers and brands are increasingly embedded in social media such as Facebook Instagram Twitter and YouTube is fierce and firms are in a situation in which they coown their brands and codefine their symbolic meanings with customers Tynan et al 2010 Nieto and Santamaría 2007 Social media and in general the digital domain pose an enormous challenge for luxury firms by questioning the traditional business model In fact even though the diffusion and adoption of social media in most industries has been relatively rapid luxury firms have long been hesitant Okonkwo 2010 Kapferer and Bastien 2012 Chevalier and Gutsatz 2012 Only in recent years the luxury sector has approached social media to meet the increasing pervasiveness of social networks and communities in customers lives Arrigo 2014b Luxury brand lifecycles have become shorter and the growing relevance in the luxury market of young customers who use social media has forced traditional luxury firms to develop innovative strategies to stay relevant in this dynamic and volatile market Ko et al 2016 Luxury firms need to develop a clear understanding of what social media could do for them and define a clear strategy to improve customers experience and perceptions of their brands on social media Phan et al 2011 However academic research examining the role of social media in luxury firms has received little attention and remains largely unexplored To date there has been no effort to review systematically and synthesize existing studies on the marketing potential of social media for luxury brands Often the few existing studies on this topic are focused on a particular aspect of social media activities Kim and Ko 2010 Hughes et al 2016 Godey et al 2016 a specific context of analysis Stokinger and Ozuem 2014 2016 or single company cases Phan et al 2011 Ng 2014 Thus a research gap emerges on the state of the art in the domain of social media marketing studies addressed at luxury brands The present research aims to fill this gap by providing a systematic literature review Webster and Watson 2002 Kitchenham et al 2009 of social media marketing studies in the field of luxury brands to highlight the addressed key research themes and suggest further research developments The contribution of this study is therefore to offer for the first time a comprehensive understanding and overview of social media marketing in luxury brands and to map those research themes already addressed for academics wanting to develop new research studies in this domain The remainder of the paper is organized as follows Section 2 provides the background on social media marketing and the evolution of luxury brands presence in the digital domain Section 3 describes the research methodology used to realize this systematic literature review Section 4 contains the synthesis of data extraction Section 5 provides the results and discussion on the highlighted research themes Finally Section 6 draws conclusions managerial and theoretical implications for management research with possible future research directions and limitations 2 Theoretical background 21 Social media marketing Social media refers to the concept of Web 20 that involves the collection of opensource interactive and user controlled online applications that can help users to share their experiences as participants in business and social processes Web 20 applications support the creation of informal users networks and the diffusion of usergenerated content that MRR 416 658 facilitate the flow of information and knowledge Constantinides and Fountain 2008 Carayannis 2010 In the managerial academic literature social media has been recognized as an important channel to reach the market for business purposes Mangold and Faulds 2009 Kaplan and Haenlein 2010 Bruhn et al 2012 Sashi 2012 Risius and Beck 2015 Lamberton and Stephen 2016 Social media allows firms to achieve many goals that go beyond simply having a direct relationship with customers For example these include recognition of new business opportunities delivery of commercial and institutional content collection of customer feedback and the creation of communities Michaelidou et al 2011 Berthon et al 2012 The huge amount of social media data such as customers personal data available market offers and customers opinions represent a valuable source of information to drive marketing decisions Hoffman and Fodor 2010 Coulter 2012 By monitoring social media sites firms can obtain a multifaceted vision of the market and a clear understanding of current or potential inside issues Arrigo 2014a 2016 Social media can play a useful role in developing strong market knowledge Bharati et al 2015 as the information and data required to deal with competitive challenges have been quickly relocated from published and proprietary sources to open social platforms Through a continuous scanning process of social media data collection on customers lifestyles needs and problems encountered with existing products can take place at any moment Chua and Banerjee 2013 Stone and Woodcock 2014 Additionally social media analytics has proven to provide practical solutions to support management decisions Risius and Beck 2015 With this aim in mind Peters et al 2013 have recently proposed a framework for managing social media by designing a social media metrics system appropriate for individual firms through the construction of a sensitive social media dashboard Social media represents for businesses also an efficient channel to display commercial and institutional communications to the extent that it is even considered a hybrid element of the promotion mix In fact it connects aspects of the traditional marketing communication mix to a highly magnified form of wordofmouth among customers where firms cannot manage either the content or the frequency of this communication Mangold and Faulds 2009 In the social media environment the customer posts opinions and questions about a firms offer and other customers answer and comment Consequently in itself the customer becomes a vehicle of information toward other customers and firms need to engage with their customers to successfully exploit these new forms of marketing communication Brondoni 2006 Moreover on social media firms can improve the customer engagement by providing superior value than competitors to build trust and commitment in longterm relationships Sashi 2012 p 260 but also by actively interacting and collaborating with customers in the cocreation process of new products Gummerus et al 2012 Hollebeek et al 2014 According to Piller et al 2012 customer cocreation can be described as a set of methods that establish an active creative and social collaboration process between producers and customers in the context of new product development and determine a paradigm shift from a manufactureractive paradigm to a customeractive one Social media provides a useful channel for communicating with customers and obtaining from them data information or ideas Starbucks Ideas the social platform where customers can share feedback represents a good example of customer cocreation based on social media applications Chua and Banerjee 2013 Thus it is possible to argue that through social media firms can rely on using a cocreation approach to deal with their innovativeness and open innovation purposes Del Giudice and Della Peruta 2013 In fact Social media marketing in luxury brands 659 MRR 416 660 the context of the internet of things has pushed companies to become more open to new collaborative innovation approaches Shin et al 2017 where customers are considered not just the final buyers of a product but innovation partners especially inside social media networks Scuotto et al 2017b Scuotto et al 2017c Knowledge management systems are proven to be able to simplify the creation of open and collaborative ecosystems and the exploitation of internal and external flows of knowledge through the development of internal knowledge management capacity which in turn increases innovation capacity Santoro et al 2017 Moreover social media platforms have delivered new ways of sharing knowledge and communicating inside organizations where specific factors drive and hamper the employees participation Vuori and Okkonen 2012 Razmerita et al 2016 In fact in the current competitive environment knowledge management can explain the existing connection between firmlevel competitive advantage and difficulttouse knowledge assets Carayannis et al 2017 As well as using social media for innovation and knowledge purposes the marketing relevance of social media for companies lies precisely in the interaction between consumers and the community and in immediate interactive and lowcost communications Kaplan and Haenlein 2011 Social media enhances the power of online communities in various ways Miller et al 2009 Antonacci et al 2017 First social platforms stimulate among users deep relationships that are richer than in the past Second they can produce a rapid mobilization of the online community for a specific event such as a business promotion or deal Moreover within social media the knowledge generated by members is aggregated into documents or Web pages that are frequently updated and corrected by other members by deepening the diffusion of news and knowledge about company products or brands Because of the multitude of social media available firms need to choose efficiently how to construct their social presence by using different social media sites and defining in other words what Weinberg and Pehlivan 2011 label as the social media mix Each social media site performs a particular task related to one of the functional blocks identified by Kietzmann et al 2011 such as for example identity conversations or sharing By analyzing each block firms can monitor and understand how social media varies thereby developing an efficient social media strategy by maximizing the return of their social presence Kumar and Mirchandani 2012 In fact social media management has been recognized as a valuable solution for influencing relational outcomes as online users can display empathy toward a brand even if they cannot buy a firms product Clark and Melancon 2013 Drawing on brand community literature Laroche et al 2013 show that brand communities on social media can improve brand trust and loyalty by enhancing customer relationships with the brand other customers the firm and its products These findings are consistent both with previous studies on the positive effect of social media on brand loyalty Casaló et al 2010 and with those Fournier and Avery 2011 proposing that social media sites are designed to simplify interactions among users not solely for business purposes This results in customers improving their relationships with each other to improve brand loyalty and trust Thus social media marketing appears as a very multifaceted field of research and recently Keegan and Rowley 2017 have provided interesting insights on its complexity 22 Luxury brands in the digital age Several definitions of luxury brands have been proposed in the managerial academic literature most of which refer to elements such as excellence high transaction value exclusivity artisanship and premium price Fionda and Moore 2009 Heine 2010 Chevalier and Mazzalovo 2012 Kapferer and ValetteFlorence 2016 Luxury brands are considered as a signal of wealth and status and two of the key differences between prestige brands and nonprestige brands center exactly on their uniqueness and scarcity as if everyone owned luxury items then they would not be regarded as prestigious Keller 2009 argued that in general luxury brands face three important tradeoffs reflecting the challenges encountered by managers in handling their development over time exclusivityaccessibility classic contemporary images and acquisitionretention These paradoxes make the management of luxury brands a complex activity and put pressure on marketing managers to find new evolving strategies that prove to be consistent in the long term Luxury has been influenced by the digital revolution in many ways Kapferer 2014 digital offers great opportunities to manage omnichannel connections and considering the increasing rental costs of physical stores in the main capitals of the world luxury firms try to optimize the synergies between digital and offline Moreover digital allows firms to deliver brand content by promoting their heritage and values However luxury is more often centered on rarity scarcity and discretion thus full accessibility and availability of content of the digital world seems to contrast with the exclusiveness of luxury brands Hennings et al 2012 At the outset luxury firms approached the online market with curiosity and skepticism Okonkwo 2010 and in describing this initial reluctance Kapferer and Bastien 2012 spoke about the Internet dilemma for luxury brands in the digital context and Chevalier and Gutsatz 2012 of a lovehate relationship Recently with the convergence of digital applications and new media such as mobile technology luxury firms have fully understood the inevitability of developing an online presence Arrigo 2014b In fact this represents a prerequisite to guarantee online an official brand representation and assure efficient synergy from different channels of communication Parrott et al 2015 Most luxury firms have thus moved beyond questioning the opportunities of having a digital presence and are managing how to create and maintain a digital presence without damaging the essence of luxury brands However three main factors are slowing down the integration of digital tools in the luxury sector 1 the variety and complexity of digital channels 2 the confusion between separate and interactive effects and platforms and 3 the perception that luxury and digital are quite incompatible Dubois 2015 In fact the wide availability of digital channels and platforms makes it difficult for luxury managers to choose which is best in designing a luxury brand strategy Furthermore the customer experience is multisensory Kapferer and Bastien 2012 customers expect to feel luxury products through all their senses and the quality of this experience influences their perceptions of the luxury brand Digital channels could overcome the absence of physical contact between seller and buyer by preserving the multisensory experience for example through touch screen interfaces that increase a tactile interaction with products Okonkwo 2016 In recent years the rise of social media has brought new challenges for luxury brands even if nowadays the majority have already developed a social media presence to effectively engage with customers Kontu and Vecchi 2014 While luxury brands have always been fashion industry leaders the entry of a number of new fashion brands in the luxury market due to the trend for affordable luxury combined with a slowdown in sales has posed some difficulties Kim and Ko 2010 Thus luxury firms have engaged in social media to increase their brand exposure to a wider segment of the market to stay relevant to Social media marketing in luxury brands 661 younger customers to leverage innovation Choi et al 2016 Scuotto et al 2017a and fundamentally to beat the competition and increase sales Gautam and Sharma 2017 Kim and Lee 2017 However academic literature on the marketing opportunities for luxury brands related to a strategic use of social media is still underdeveloped and fragmented the relation existing between social media and luxury remains largely unexplored Therefore this study aims at setting out the state of the art of research on social media marketing by luxury brands and mapping the addressed key research themes outlined in the following sections 3 Research methodology To analyze social media marketing academic literature focused on luxury brands this study used a systematic literature review approach Webster and Watson 2002 Busalim and Hussin 2016 Osobajo and Moore 2017 to support theory development and discover research areas that need further investigation A systematic review refers to a process of identifying evaluating and interpreting all available research relevant to research questions with the aim of summarizing the evidence about a phenomenon or a method and provide new understanding Kitchenham et al 2009 A systematic literature review involves three phases planning performing and reporting the review Each step requires particular activities identify research questions establish a review protocol identify inclusion and exclusion criteria perform a quality assessment process and extract data and synthesize Busalim and Hussin 2016 The research question of this study was the following RQ1 What are the state of the art and the key research themes addressed in the academic literature on social media marketing pertaining to luxury brands A review protocol was set in place to reduce research bias and was characterized in this study by an initial background review of social media marketing and luxury brands Next a definition of inclusion and exclusion criteria was useful in selecting publications specifically related to this study As the review is centered on analyzing the social media marketing policies used by luxury brands only those publications with available abstracts and full text published in English and during the period 20102016 were considered The period 20102016 was chosen to provide a full and deep understanding of the evolution of the topic from its initial beginnings until the end of last year The search strategy consisted of two stages First an automatic stage provided a primary result of studies related to social media marketing According to Webster and Watson 2002 the search process should not be limited to a specific range of academic journals therefore three different online databases ScienceDirect Scopus Thomas Routers Web of Science were searched to cover a broad range of publications The three databanks were selected as they can be considered the most pertinent to the business management field In March 2017 the Scopus database was searched with the expression social media marketing searched under title abstract and keywords The first filter provided a score of 483 documents resulting in a time horizon of 20082017 publications not in English were excluded which resulted in 476 publications Subsequently a second filter luxury brand was entered in title abstract and keywords and 15 results pertaining to the considered time horizon 20102016 Appendix 1 were found In the ScienceDirect database by searching social media marketing automatically in title abstract and keywords 66 results appeared and by filtering those into English related to luxury brands only two results emerged already contained in the Scopus results A similar situation occurred using MRR 416 662 the Thomson Router of Web of Science database where the first search provided 103 results and only one remained after using the other filters also in this case the paper was already included in the Scopus results Consequently the Scopus database appeared as the most inclusive and 15results were analyzed At this point the second stage manual stage of the search strategy occurred A full text analysis of the results was carried out to exclude those that were not fully pertinent to the studys research question two publications were removed and finally 13 publications remained Performing a quality assessment process represented a critical stage in evaluating the quality of these studies and the following three criteria Busalim and Hussin 2016 were established 1 C1 Is the research methodology described in the study 2 C2 Is the data collection method described in the study 3 C3 Are the data analysis steps described in the study The 13 studies were evaluated according to these three criteria and distinguishing three levels of quality low medium and high For instance studies that fully satisfy a criterion obtain 2 those partially achieving a criterion obtain 1 and if they do not zero The outcomes of the quality assessment are displayed in Figure 1 and the list of evaluation of each study is presented in Appendix 2 4 Data extraction and synthesis The data extraction process was realized by carrying out an accurate reading of all the studies and using a research framework structured on the following elements research theme the key aim of the study data collection methods survey case study and observation and methodology qualitative quantitative conceptual and review as displayed in Table I The majority 87 per cent of studies were articles published in management academic journals and this can be considered a first signal of good quality while the remaining publications were book chapters 13 per cent With regard to a temporal view of the publications they gradually increased in number from 2010 up to 2016 with a slight decrease in 2013 Likely there will be an increase in the article output as the research area about digital marketing in luxury brands becomes more significant The research methods that have been adopted in the primary studies are displayed in Figure 2 as can be seen more than one third of studies 39 per cent in particular surveys Study Year Document type Research theme Collection method Methodology Survey Case study Observation Conceptual paper Review Qualitative Quantitative 1 2010 Article Social media marketings effects on customer relationships and purchase intention Selfadministrated questionnaires with visual stimuli Principal component analysis þ multiple regression analysis 2 2012 Article Removed 3 2012 Article To identify attributes of social media marketing activities and examine the relationships among those perceived activities value equity relationship equity brand equity customer equity and purchase intention 400 survey questionnaires Structural equation model 4 2014 Article To explore the marketing potential of social media for luxury brand management Participants survey Structural equation model 5 2014 Article To provide luxury marketers with an overview of the major digital luxury brandconsumer touchpoints and corresponding digital working areas Expert survey Lancome case study Case study 6 2014 Article To explore how luxury brands use social media to connect with middleclass customers in China Coach case study Case study 7 2014 Article Presentation of the special issue on social media marketing and luxury brands x 8 2014 Article To investigate the role of luxury brand marketing in driving consumer engagement on social media platforms Observation of 52 luxury brands Facebook pages Content analysis 9 2014 Book chapter To provide some insights into how social media impacts the cosmetics industry x continued Table I Data extraction and synthesis of primary studies MRR 416 664 Study Year Document type Research theme Collection method Methodology Survey Case study Observation Conceptual paper Review Qualitative Quantitative 10 2015 Article To review and analyze brand advocacy behavior within luxury brand accessory forums Observational data including blog texts and audience comments for four popular forums Netnographic approach 11 2015 Article Removed 12 2016 Book chapter To explore social media influence on customer rentention in the luxury beauty industry x 13 2016 Article Storygiving as a cocreation tool for luxury brand managers Tiffany case study Case study 14 2016 Article Social media marketing activities influence on brand equity creation and consumers behavior toward a brand Survey 845 luxury brand consumers Quantitative survey customers and followers in different countries 15 2016 Article Presentation of the special issue on luxury brand strategies and customer experiences x Table I Social media marketing in luxury brands 665 used quantitative methodology However it emerged that there was a significant percentage of qualitative studies 31 per cent followed by reviews 15 per cent and conceptual papers 15 per cent Qualitative studies are mainly based on interviews and secondary sources which can be explained by the novelty of the topic together with the exploratory nature of the initial studies aimed at better defining a phenomenon never previously studied The research topics developed over the considered period 20102016 can be observed in Table I They centered on studying the influence of social media marketing activities on customerbrand relationships covering the entire time period in fact this can be observed since the first papers appearance Kim and Ko 2010 However in recent years studies on social media marketing in luxury brands have seen an evolution A study aimed at understanding the main digital touch points with customers arose responding to the need for more awareness of available digital opportunities Heine and Berghaus 2014 In addition recently a new research theme has been introduced namely how luxury brands deal with cocreated brand images compared to mainstream brands Hughes et al 2016 Therefore to date the addressed themes in the academic literature can be categorized into the following four research areas Figure 3 1 examination of the influence of social media marketing on luxury brand equity Kim and Ko 2010 2012 Phan and Park 2014 Parrott et al 2015 Godey et al 2016 Ko et al 2016 Figure 3 Map of the addressed research themes Figure 2 Percentage of research methodologies conceptual 15 review 15 qualitative 31 quantitative 39 MRR 416 666 2 analysis of the marketing potential of social media for luxury brands in terms of customer engagement and retention Jin 2012 Ng 2014 Dhaoui 2014 Stokinger and Ozuem 2014 2016 3 identification of major luxury brand customer touchpoints Heine and Berghaus 2014 and 4 social media opportunities for cocreation and collaboration with customers Hughes et al 2016 5 Results and discussion An initial result emerging from the examination of research methods applied in the studies Figure 2 is that literature reviews represent only 15 per cent of methods used Therefore the systematic literature review provided here contributes to fill this apparent research gap The four research themes that have been categorized can now undergo deeper analysis 51 Influence of social media marketing on luxury brand equity The first study on the use of social media from a marketing perspective was that of Kim and Ko 2010 who investigated the properties of luxury brands social media marketing how each property affects customer relationships intimacy and trust and purchase intentions and finally whether a relation exists between the customer relationship and purchase intention The authors used selfadministrated questionnaires with visual stimuli of Louis Vuittons activity on Facebook and Twitter to gather data from luxury customers in the Seoul area Five factors arose from the results of the questionnaire characterizing social media marketing entertainment customization interaction word of mouth and trend The study evidenced the effectiveness of social media marketing on both customer relationships and purchase intentions by highlighting a significant relationship between trust and purchase intention Each property found in the luxury brands social media marketing positively influenced customer relationships and purchase intention In particular entertainment appeared as the property affecting the variables more than any other does For this reason the authors conclude that luxury brands should heavily invest in entertaining their customers on social media by defining every aspect of social media content and activities such as the provision of customized service the collection of customer data or simply interactive relationships In 2012 the same authors carried out a second study to better identify the attributes of social media marketing activities and analyze using a structural equation model the existing relationships according to value equity relationship equity brand equity customer equity and purchase intention The recognized dimensions of social media marketing activities were as follows having fun with the Louis Vuitton social media pages entertainment sharing opinions and information interaction feeling trendy and fashionable trendiness using customized service and information search customization and finally customers intention to pass on information available on Louis Vuittons social media site word of mouth Their findings confirm the significant positive effect of the properties entertainment interaction trendiness customization and word of mouth on value equity relationship equity and brand equity Social media activities were found to be able to generate interaction among users which could lead to word of mouth effects these effects could then improve the value equity by providing a new kind of value to customers with respect to that offered by traditional marketing media The authors concluded that as luxury brands aim to offer customers luxury values they should exploit social media to enhance their customer relationships In 2014 Phan and Park introduced the first special issue on Social Media Marketing and Luxury Brands in the Journal of Global Fashion Marketing To date it represents the only special issue published on this novel research theme and includes among other papers Dhaoui 2014 Heine and Berghaus 2014 Ng 2014 to be discussed later one exploratory paper containing business examples on the strategic use of social media as a marketing tool by luxury brands Kontu and Vecchi 2014 In 2015 Parrott et al 2015 carried out a study on the role of luxury brand forums in affecting members purchase intentions By adopting a netnographic approach the paper attests that informants express some specific features grouped around engagement involvement selfconcept and selfconnection brand love and hedonic values However they present some noticeable dissimilarities which can be distinguished as active luxury brand advocates and passive brand advocates Certain members display passive brand advocacy behavior by observing other more active members On the contrary selfselected brand advocates promote their preferred luxury brands post opinions share information and aim to build a longterm relationship with them Thus luxury brands should engage more and more with brand advocates leveraging their support listening and responding to key influencers In 2016 starting from the studies of Kim and Ko 2010 2012 Godey et al investigate the social media marketing efforts SMMEs of some luxury brands through a quantitative survey targeted customers and followers of four wellestablished luxury brands that invested heavily in social media activities The survey was distributed to customers in four countries China France India and Italy A positive and direct effect of SMMEs on consumerbased brand equity was found with a higher effect on brand image than brand awareness In addition an impact on consumer preference willingness to pay and brand loyalty was verified and some differences were highlighted among the four countries For instance in Italy this impact was similar for both brand image and awareness In France it was higher on brand awareness while in China and India the main influence was on brand image Finally this study was the first to show that brand equity acts as a partial mediator of SMMEs thus investment in brand equity seems to strengthen customers responses toward SMMEs Finally Ko et al 2016 introduced a special issue of the Journal of Business Research on Luxury Brand Strategies and Customer Experiences that contains selected research papers presented at the 2015 Global Fashion Marketing Conference One of the key addressed topics within this special issue was on the theme of social media and digital marketing demonstrating the relevance and currency of this topic 52 Marketing potential of social media on customer engagement and retention In 2012 Jin carried out a study to explore the marketing potential of social media for luxury brands by examining the challenges that these brands face on social media in managing their interactive and dynamic relationships with customers An online survey directed at MRR 416 668 evaluating customer perceptions and attitudes toward the Facebook page of Louis Vuitton was undertaken Customer satisfaction with a luxury brands Facebook page was found as a good predictor of a positive attitude toward the brand In fact brand attitudes following a visit to a luxury brands Facebook page represented a positive antecedent of a customers willingness to revisit the luxury brands social media page to shop or to gather information about luxury items before making an offline purchase Thus social media can be proven to play a key role in creating customer relationships and promoting positive attitudes toward luxury brands In 2014 Dhaouis study also provided insights into how luxury brands can realize effective social media marketing strategies to improve customer engagement A content analysis of 52 luxury brands Facebook pages was performed to measure some features of social media posts and the customer engagement they generated The independent variables examined as explanatory of consumer engagement rates were the eight pillars 8 Ps of luxury brand management performance pedigree paucity persona public figures placement public relations and pricing Each post gathered from the Facebook page of the selected luxury brands was analyzed in terms of the associated pillar and the findings showed certain differences in customer engagement rates depending on which pillar was enacted More precisely performance public figures placement public relations and pricing appeared to provoke more consumer feedback Instead pedigree paucity and persona resulted in more consumer recommendations These findings can help luxury brand managers to understand how to design effective social media marketing strategies to try and guide social media conversations and increase customer engagement In this second emerging research theme three publications have been included as they provide an examination of social media marketing inside a company case study Coach case study and a specific context of analysis the luxury beauty industry Ng 2014 analyzed the Coach case to investigate the role of social media in relating with customers in China Adopting the framework of values proposed by Tynan et al 2010 according to which luxury brands provide customers with different kinds of values functional hedonic symbolic financial and social values social media is presented as a tool able to improve these values In fact the paper shows how the Coach company used social media to give information and share content videos and pictures with customers to emphasize the uniqueness and exclusivity of its brand and it succeeded in strengthening its relationships with Chinese customers Finally Stokinger and Ozuem 2014 2016 published two chapters in 2014 and 2016 that offer an examination of social media as a convenient tool to support customer retention within the luxury beauty industry The authors highlight the principal theoretical starting points of academic literature related to social media and customer retention in the luxury beauty industry and conclude by proposing some managerial implications for luxury brand managers 53 Luxury brands customer touchpoints on social media A third research theme has been categorized and involves the identification of the main available digital opportunities provided by social media and digital technologies It is a relevant topic to exploit social media marketing opportunities as luxury firms firstly need to develop a good understanding of online tools and social media sites to manage them effectively In particular Heine and Berghaus 2014 provide a classification of eight digital luxury brandcustomer touchpoints by suggesting corresponding working areas for luxury brand managers These are Social media marketing in luxury brands 669 luxury brand website representing the first source in searching for information search engine optimization to increase the luxury brands website traffic direct mailing for customer relationship management purposes online advertising for customer acquisition brand communities to share content with customers social campaigns for storing and sharing content phone and tablet apps and ecommerce The paper further describes how Lancôme set up its Rose Beauty Community to communicate and interact efficiently with Chinese customers and this community became one of the top online beauty communities in China 54 Social media opportunities for innovation and cocreation The last emerging research theme pertains to luxury brand cocreation and collaboration with customers It is labeled social media opportunities for innovation and cocreation as in the authors opinion this subtopic will contain further studies on social media marketing as a source of innovation for luxury firms Currently the study of Hughes et al 2016 reveals the use of storygiving as a cocreation tool and provides guidelines for its successful use by luxury brand managers The authors define storygiving as the practice of cocreation of brand stories through consumergenerated content p 358 and explain that it differs from storytelling due to its narrative tone to educate customers about the brand Modern customers play an active role in directing the narrative of a brand in various ways and this has resulted in the advent of storygiving For instance a luxury brand can ask customers to share their online brand experiences or to post pictures of their branded items While storytelling is a marketing tactic simply used to relate brand narratives from a luxury firms point of view usergenerated content represents an opportunity to cocreate stories changing a brands traditional narrative to that of the brands community The case study of Tiffany Cos What Makes Love True campaign provides a successful example of the development of storygiving Results have shown that the topic of social media marketing in luxury brands is a relatively recent addition to the academic literature The first study on this specific theme emerged in 2010 and to date there are still only relatively few studies in this area the majority having an exploratory aim indicating that it remains an underdeveloped area of research Thus the present systematic review has highlighted specific limitations in existing studies focusing specifically on the research themes identified the questions addressed and the study designs used The big issues are probably that as only approximately a third of the studies have adopted a quantitative methodology there is no opportunity to standardize and generalize these findings 6 Conclusions and implications for management research and practice This paper has outlined the state of the art of the academic literature about social media marketing in luxury brands carried out between 2010 and 2016 and has offered a categorization of the key emergent research themes providing a clear overview on social media marketing studies on luxury brands The relevance of this study for academics ties in with the increasing significance of social media in the fashion and luxury industry aimed at improving customer relationships and finding new opportunities for innovation and co creation From an academic perspective the systematic literature review carried out has revealed a limited proliferation of subtopics a modest evolution of methods but a growing interest in this research area Hopefully by providing new insights on the way this topic has developed this paper offers an opportunity to further advance this field the overall aim being to highlight the potential of social media marketing in enhancing the competitiveness of luxury firms In identifying the key themes addressed in previous studies researchers can benefit from this and continue to contribute in meaningful and relevant ways Although numerous challenges remain by connecting those theoretical methods used by marketing scholars together with business practices of luxury brands it is hoped that this may promote future interest in luxury brands social media marketing academic research The academic contribution of the study is twofold to begin with the systematic review conducted on existing research studies contributes to the academic literature on social media marketing by providing a theoretical examination of social media within a specific sector of activity namely the luxury industry Luxury represents one of the most prominent industries worldwide with increasing economic social and cultural significance thus understanding the marketing opportunities pursued by luxury brands within social media could be beneficial for firms pertaining to other industries Moreover the study contributes to the luxury brand management academic literature by offering a critical systematization and mapping of existing studies on social media marketing in this field Furthermore by exploring the state of the art of academic research on social media marketing studies in luxury brands and providing potential further research developments this research may have real value for both academics and practitioners Therefore the analysis of theoretical implications with a research agenda for further investigation managerial implications and limitations of the research are summarized as follows 61 Theoretical implications The theoretical implications for management research are broad and many different conceptual development possibilities are available as now delineated First researchers concentrating on the influence of social media marketing on brand equity have often centered on examining the properties and attributes of social media marketing activities However little work has directly linked these activities to marketing outcomes For instance the properties of social media activities entertainment interaction trendiness word of mouth and customization could be further investigated to understand how each element could be managed to maximize the effect on customerbrand relationships Moreover customers in other countries apart from Korea Kim and Ko 2010 2012 China India Italy and France Godey et al 2016 could be involved in studies on social media properties for example North America which may provide a broader cross cultural overview Second despite the opportunities offered by social media for luxury brands in existing research studies little attention has been paid to the challenges of brand dilution that luxury brands may experience over the long term by being online Thus investigating the paradox of exclusivity versus accessibility proposed by Keller 2009 demands further research within social media Third social media has been recognized as an efficient channel in delivering luxury brands marketing communications However no study has examined which are the most advantageous social media platforms social networks microblogs etc to obtain the greatest effect for luxury brand management Therefore the question remains which is the Social media marketing in luxury brands 671 best social media platform for luxury brands In addition should the content be different when delivered across a variety of social media platforms Fourth with regard to the use of social media to engage and retain customers additional research could be developed to understand how social media platforms are changing the luxury customer experience Alternatively what is the influence of digital technologies in improving the sensory perception of luxury brands online as customers experience of luxury is notoriously multisensory The effectiveness of digital mobile applications also represents a new research area relevant to gain a deeper understanding of their impact on customer engagement and retention Lastly the research theme of social media as a source of innovation and user cocreation in luxury appears as the most promising In fact luxury brands have always adopted a top down approach to preserve their status of excellence however technology has had a significant impact on this traditional approach Technology is still one of the main drivers of change and disruption for luxury brands Kapferer 2014 and similarly the idea of co creation and collaboration with customers may seem revolutionary How can luxury brands maintain distance from the mass in the presence of storygiving and product cocreation What tradeoff exists between crowdsourcing and brand value preservation in social media These and other questions may provide stimulus for further research on the role of social media marketing in luxury firms and hopefully the provided research map could orientate new research studies in this domain 62 Managerial implications The theoretical results discussed in the previous section may also prove to be useful for luxury managers who need extensive market knowledge to relate with customers and social media offers a powerful marketing tool to support them in achieving this goal Luxury brand managers can gain insights into how to formulate a social media marketing strategy to exploit their brand potential All the four research themes offer managerial implications and support luxury managers in playing a more active role to reinforce their brands via digital and social media technologies Results have highlighted the relevance for luxury brands of creating social media platforms that meet customers desires and allow developing a brand attachment However contrary to the traditional topdown approach used by luxury brands in customer relationships luxury brand managers should engage more and more their customers and also be willing to collect new ideas or suggestions from them following an innovative co creation approach Consequently if luxury managers aim at optimizing the social media presence of their brands they have to pay attention to the constant evolution of mobile technologies to remain always in touch with customers through mobile applications It is highly recommended for managers to carefully define the content of marketing communications on social media by paying attention to the aspects of entertainment interaction trendiness customization and word of mouth Kim and Ko 2012 Finally they should become able to present their luxury brands on social applications using the most effective visual auditory and tactile sensory effects to effectively communicate the values around their luxury brands 63 Value and limitations of the research Finally the value of this paper derives from its uniqueness in providing for the first time an extensive overview of current research undertaken on this topic and a critical systematization of the emerging key research subtopics Academic literature about social MRR 416 672 media marketing activities in luxury firms is very limited thus the provided systematic literature review contributes to fill this gap It is clear the paper has some limitations in particular its limited scope which only covers the period from 2010 to 2016 However this can be accounted for by the relative newness of the subject in the academic marketing literature and the authors objective of analyzing entire years which necessarily 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2017 Can social media marketing improve customer relationship capabilities and firm performance Dynamic capability perspective Journal of Interactive Marketing Vol 39 pp 1526 Webster J and Watson RT 2002 Analyzing the past to prepare for the future writing a literature review MIS Quarterly Vol 26 No 2 pp 1323 Weinberg BD and Pehlivan E 2011 Social spending managing the social media mix Business Horizons Vol 54 No 3 pp 275282 Appendix 1 Primary results Dhaoui C 2014 An empirical study of luxury Brand marketing effectiveness and its impact on consumer engagement on Facebook Journal of Global Fashion Marketing Vol 5 No 3 pp 209222 Godey B Manthiou A Pederzoli D Rokka J Aiello G Donvito R and Singh R 2016 Social media marketing efforts of luxury brands influence on Brand equity and consumer behaviour Journal of Business Research Vol 69 No 12 pp 58335841 Heine K and Berghaus B 2014 Luxury goes digital how to tackle the digital luxury brand consumer touchpoints Journal of Global Fashion Marketing Vol 5 No 3 pp 223234 Hughes ÜM Bendoni WK and Pehlivan E 2016 Storygiving as a cocreation tool for luxury brands in the age of the internet a love story by tiffany and thousands of lovers Journal of Product Brand Management Vol 25 No 4 pp 357364 Jin SAA 2012 The potential of social media for luxury brand management Marketing Intelligence and Planning Vol 30 No 7 pp 687699 Kim AJ and Ko E 2010 Impacts of luxury fashion brands social media marketing on customer relationship and purchase intention Journal of Global Fashion Marketing Vol 1 No 3 pp 164171 Kim AJ and Ko E 2012 Do social media marketing activities enhance customer equity An empirical study of luxury fashion brand Journal of Business Research Vol 65 No 10 pp 14801486 Social media marketing in luxury brands 677 Ko E Phau I and Aiello G 2016 Luxury Brand strategies and customer experiences contributions to theory and practice Journal of Business Research Vol 69 No 12 pp 57495752 Ng M 2014 Social media and luxury fashion brands in China the case of Coach Journal of Global Fashion Marketing Vol 5 No 3 pp 251265 Park SY and Yang Y 2012 The effect of celebrity conformity on the purchase intention of celebrity sponsorship brand the moderating effects of symbolic consumption and facesaving Journal of Global Fashion Marketing Vol 1 No 4 pp 215229 Parrott G Danbury A and Kanthavanich P 2015 Online behaviour of luxury fashion brand advocates Journal of Fashion Marketing and Management An International Journal Vol 19 No 4 pp 360383 Phan M and Park SY 2014 Introduction social media marketing and luxury brands Journal of Global Fashion Marketing Vol 5 No 3 pp 195196 Stokinger E and Ozuem W 2014 Social media and customer retention implications for the luxury beauty industry ComputerMediated Marketing Strategies Social Media and Online Brand Communities IGI Global Hershey PA pp 200222 Stokinger E and Ozuem W 2016 The intersection of social media and customer retention in the luxury beauty industry Competitive Social Media Marketing Strategies IGI Global Hershey PA pp 235258 Wu MSS Chen CHS and Nguyen B 2015 Luxury brand purchases and the extended self a crosscultural comparison of young female consumers in Taiwan and the UK AsiaPacific Journal of Business Administration Vol 7 No 3 pp 153173 Appendix 2 Table AI Quality assessment Study Collection method Methodology Description of data analysis Quality assessment 1 1 2 2 5 High 2 REMOVED 3 2 2 2 6 High 4 2 2 2 6 High 5 1 1 1 3 Medium 6 1 1 1 3 Medium 7 0 0 0 0 Low 8 2 2 2 High 9 0 2 2 Low 10 2 1 2 5 High 11 REMOVED 12 2 2 Low 13 1 1 1 3 Medium 14 2 2 2 6 High 15 0 0 0 0 Low MRR 416 678 About the author Elisa Arrigo PhD is an Associate Professor of Management at the University of MilanBicocca Department of Economics Management and Statistics DEMS Milan Italy She holds a PhD in Marketing and Business Management from the University of MilanBicocca and during her PhD studies she was a Visiting Scholar at the Stockholm School of Business Sweden and London Business School UK She teaches marketing and corporate global communication at the University of MilanBicocca and her research interests lie primarily in global business management with a particular reference to luxury and fashion firms She has published books book chapters and papers in managerial academic journals based on various aspects of her research topics and she is an active reviewer for various management journals and conferences Elisa Arrigo can be contacted at elisa arrigounimibit For instructions on how to order reprints of this article please visit our website wwwemeraldgrouppublishingcomlicensingreprintshtm Or contact us for further details permissionsemeraldinsightcom Social media marketing in luxury brands 679