Welcome to the InfoSci Platform
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

Insaf Khelladi, Sylvaine Castellano
Copyright: © 2019 |Pages: 20
ISBN13: 9781522572145|ISBN10: 1522572147|EISBN13: 9781522572152
DOI: 10.4018/978-1-5225-7214-5.ch013
Cite Chapter Cite Chapter

MLA

Khelladi, Insaf, and Sylvaine Castellano. "Play It Like Burberry!: The Effect of Reputation, Brand Image, and Social Media on E-Reputation – Luxury Brands and Their Digital Natives Fans." Handbook of Research on the Evolution of IT and the Rise of E-Society, edited by Maki Habib, IGI Global, 2019, pp. 281-300. https://doi.org/10.4018/978-1-5225-7214-5.ch013

APA

Khelladi, I. & Castellano, S. (2019). Play It Like Burberry!: The Effect of Reputation, Brand Image, and Social Media on E-Reputation – Luxury Brands and Their Digital Natives Fans. In M. Habib (Ed.), Handbook of Research on the Evolution of IT and the Rise of E-Society (pp. 281-300). IGI Global. https://doi.org/10.4018/978-1-5225-7214-5.ch013

Chicago

Khelladi, Insaf, and Sylvaine Castellano. "Play It Like Burberry!: The Effect of Reputation, Brand Image, and Social Media on E-Reputation – Luxury Brands and Their Digital Natives Fans." In Handbook of Research on the Evolution of IT and the Rise of E-Society, edited by Maki Habib, 281-300. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7214-5.ch013

Export Reference

Mendeley
Favorite

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.