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The Not So Digital Democratized Luxury Services: Can the digital strategies influence the democratized luxury services?
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Resumo(s)
This study approaches the effects the digital Strategies have on the democratized luxury services by
comparing the Traditional Advertisement (TA) with Social Media (SM), Influencers and Celebrities (I&C)
and introducing the trustworthiness of the consumers in acquiring the same service. It was done a case
study using a qualitative approach, to compare the effects of democratization of luxury services in
purchase intentions and brand value. Afterwards, the results showed that the democratization of
luxury services may not be relevant in certain contexts, when considered individually, even with an
adequate digital strategy. However, consumer trust serves as a mediator in the negative impact of
luxury services democratization on purchase intentions and brand value, for Influencers and
Celebrities (I&C) digital strategy, and it was proved, the social media and the traditional advertisement
had some negative influence on the democratization. This study contributes to academia in understanding marketing phenomena for luxury services, helping future research, marketing professionals and practitioners, on the caution in considering strategies for the democratization of luxury services in certain contexts such as tourism, given the possible negative results on brand value and purchase intentions.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Democratization Digital strategies Luxury services Traditional Advertisement Trust SDG 8 - Decent work and economic growth SDG 17 - Partnerships for the goals