Abstract
The pandemic brought businesses to a standstill, and the luxury sector was no exception. In order to survive, business activities are digitalizing fast, but the question is whether this direction is suitable for luxury – an industry that needs to preserve exclusiveness as well as direct human contact. This study proposes the application of the “online customer engagement cycle” model to luxury businesses, to bring about the most effective way to strengthen and manage customer activities when digitizing, thereby supporting luxury brands to stand firm and set a foundation for post-pandemic success.
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Acknowledgments
This work was funded by Fundação para a Ciência e a Tecnologia (UID ECO/00124/2019, UIDB/00124/2020 and Social Sciences DataLab, PINFRA/22209/2016), POR Lisboa and POR Norte (Social Sciences DataLab, PINFRA/22209/2016).
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Hoang, D., Kousi, S., Martinez, L.F. (2022). Online Customer Engagement in the Aftermath of COVID-19: Opportunities for the Luxury Industry. In: Martínez-López, F.J., Martinez, L.F. (eds) Advances in Digital Marketing and eCommerce. DMEC 2022. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-05728-1_27
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