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Play It Like Burberry!: The Effect of Reputation, Brand Image, and Social Media on E-Reputation – Luxury Brands and Their Digital Natives Fans

Play It Like Burberry!: The Effect of Reputation, Brand Image, and Social Media on E-Reputation – Luxury Brands and Their Digital Natives Fans
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Author(s): Insaf Khelladi (ICN Business School, France) and Sylvaine Castellano (Paris School of Business, France)
Copyright: 2019
Pages: 20
Source title: Handbook of Research on the Evolution of IT and the Rise of E-Society
Source Author(s)/Editor(s): Maki Habib (The American University in Cairo, Egypt)
DOI: 10.4018/978-1-5225-7214-5.ch013

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Abstract

Some firms and industries were not willing to take full advantage of the internet and its endless opportunities, mainly because they rather focused on the inherent risks and challenges. However, when taking into consideration the specificities of the connected generation, the question is not anymore whether to go online or not, but rather to understand how, when, and where, especially in a luxury context. More specifically, the digital natives represent tomorrow's customers. This new market segment represents a main reason for luxury firms to adopt online strategies. Still, further analysis is needed to uncover the main objectives when firms decide to engage in digital activities. The authors herein investigate the concept of e-reputation. The authors expand on their initial study that focused on brand image and social media as determinants of online reputation. Recommendations and future research directions are suggested.

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