The Market with Consumers: Virtual Communities Are Born

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nrumohammadx1
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Joined: Mon Dec 23, 2024 3:51 am

The Market with Consumers: Virtual Communities Are Born

Post by nrumohammadx1 »

Over time, this model characterized by a mass communication that is still substantially unidirectional and hierarchical is gradually moving away. The emergence of a freer and more shared luxury goes hand in hand with the development of the platforms made available by social media that substantially change the brand-user relationship. The latter are now enabled to create, distribute and share content that speaks of, for and with the brand. Unlike static digital luxury, luxury communicated through social media integrates the user into the heart of its narrative, as an active participant and co-creator of content. Social media in the luxury sector or social digital luxury is multi-channel and based on a multi-user communication mode . What were the success factors of static digital luxury (for example, download speed or the appearance of the website) no longer have a decisive influence on the degree of satisfaction with the customer experience. There are other factors that can positively or negatively influence the image of the brand and its marketing strategy: “human” factors that are difficult to define, measure and control, which are constructed and negotiated in the open and plural space of communication on social media in the luxury sector.



> Digital Luxury Experience: Discover when luxury goes digital in the free infographic!



Compared to Batat's “static” digital luxury, social digital luxury has an even algeria phone data more customer-centric logic : the personalization process does not only refer, on the company side, to the search for a more accurate profiling but to the activation of a conversation that establishes new balances, in which the personal point of view of the user-customer has equal dignity with respect to that of the brand.
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