EXPLORATORY STUDY OF THE CO-CREATION OF VALUE FOR LUXURY BRAND OWNERS: USING SOCIAL MEDIA
The rapid increase in the uptake of social media has presented brand owners with a new channel for marketing communications. However, the adoption of social media by luxury brand owners is a topic that generates much debate because of the conflict between the accessibility this generates and the lux...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2011
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| Online Access: | https://eprints.nottingham.ac.uk/25288/ |