Digital marketing vs. Luxury research: A Bibliometric Analysis

Contenido principal del artículo

Xin Song
https://orcid.org/0009-0009-7284-0571

Resumen

En la última década, el marketing digital ha obtenido una atención creciente en la investigación sobre lujo y entre quienes lo practican. Sin embargo, aparentemente, los que han mantenido el paso de la evolución de las tecnologías digitales avanzadas en el marketing de lujo o tienen
un conocimiento profundo de cómo implementar estratégicamente el marketing digital en el ámbito del lujo son pocos. Al hacer un inventario de la literatura existente sobre investigación en marketing digital en el mercado de alta gama, este estudio se propone rastrear los cambios
en el mismo al considerar temas y cuestiones relacionadas con el lujo. En el artículo figuran contribuciones de un examen del estado del campo del segmento de investigación más amplio sobre lujo, para el cual se uso el proyector de datos VOSViewer con el cual se identifican los
estudios y a los autores que mayor influencia han tenido en este tema. Mediante la combinación de análisis bibliométrico y la revisión de la literatura, el objetivo del presente estudio es mitigar las limitaciones de la revisión tradicional de la literatura (por ej., con sesgo en la interpretación) y obtener hallazgos esclarecedores. Con miras a desarrollar un marco conceptual, identificamos
cinco grupos principales de investigación mediante el análisis de las palabras clave que surgieron de las publicaciones destacadas y de los autores influyentes, y la fuerza de las percepciones en relación con las marcas y redes de investigaciones previas. Por último, el estudio ofrece indicaciones detalladas para campos potenciales de investigación que serían sumamente relevantes tanto para los académicos como para quienes realizan el marketing.

Descargas

Los datos de descargas todavía no están disponibles.

PLUMX Metrics

Detalles del artículo

Cómo citar
Song, X. (2023). Digital marketing vs. Luxury research: A Bibliometric Analysis. The Anáhuac Journal, 23(1), Págs. 110–137. https://doi.org/10.36105/theanahuacjour.2023v23n1.05
Sección
Artículos
Biografía del autor/a

Xin Song, Rennes School of Business, France

Xin Song is a doctoral student in the Marketing department at Rennes School of Business in France. She graduated with an MBA in Luxury Management from Paris and Nice. Her current research focuses on the development of digital marketing and luxury management. Her research interests are digital marketing, social media marketing, business model, and business model innovation, especially in the context of the luxury industry. She is particularly interested in the business model innovation approach to how digital marketing can contribute to creating and capturing value for both firms and customers. She has developed work examining value drivers of social media business models through integrating an activity system perspective and social media marketing efforts, and this work has been funded in part by a grant from the research area – Business Value of Information Technology – G3D (Green, Digital & Demand-Driven Supply Chain Management) in RSB. Her work has appeared at leading marketing conferences, such as American Marketing Association (AMA) Summer/Winter Academic Conference and AMA Global Marketing SIG Conference.

Citas

Achille, A., Marchessou, S. & Rem, N. (2018). Luxury in the age of digital Darwinism.

McKinsey.

Arrigo, E. (2018). Social media marketing in luxury brands: A systematic literature

review and implications for management research. Management Research Review.

Vol. 41 No. 6, 657-679. https://doi.org/10.1108/MRR-04-2017-0134 DOI: https://doi.org/10.1108/MRR-04-2017-0134

Atwal, G. & Williams, A. (2017). Luxury brand marketing – The experience is everything! DOI: https://doi.org/10.1007/978-3-319-51127-6_3

In Advances in luxury brand management. Palgrave Macmillan, Cham, 43-57.

Backhaus, K., Lügger, K. & Koch, M. (2011). The structure and evolution of businessto-

business marketing: A citation and co-citation analysis. Industrial Marketing

Management, 40 (6), 940-951.

Berneis, M. & Winkler, H. (2021). Value proposition assessment of blockchain technology

for luxury, food, and healthcare supply chains. Logistics, 5 (4), 85. DOI: https://doi.org/10.3390/logistics5040085

Bonfanti, A., Vigolo, V. & Yfantidou, G. (2021). The impact of the Covid-19 pandemic

on customer experience design: The hotel managers’ perspective. International

Journal of Hospitality Management, 94, 102871.

Cavalcante, W. Q. D. F., Coelho, A. & Bairrada, C. M. (2021). Sustainability and tourism

marketing: A bibliometric analysis of publications between 1997 and 2020 using

VOSviewer software. Sustainability, 13 (9), 4987.

Chandon, J. L., Laurent, G. & Valette-Florence, P. (2016). Pursuing the concept of luxury:

Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to

Innovation”. Journal of Business Research, 69 (1), 299-303.

Choi, T. M. (2019). Blockchain-technology-supported platforms for diamond authentication DOI: https://doi.org/10.1016/j.tre.2019.05.011

and certification in luxury supply chains. Transportation Research Part E:

Logistics and Transportation Review, 128, 17-29.

Chung, M., Ko, E., Joung, H. & Kim, S. J. (2020). Chatbot e-service and customer satisfaction

regarding luxury brands. Journal of Business Research, 117, 587-595.

Cova, B. & Pace, S. (2006). Brand community of convenience products: new forms of

customer empowerment–the case “my Nutella The Community”. European Journal

of Marketing, 40 (9-10): 1087-1105.

Dauriz, L., Remy, N. & Sandri, N. (2014). Luxury shopping in the digital age. Perspectives

on retail and consumers goods. McKinsey.

Deloitte (2020). Global Powers of Luxury Goods The new age of fashion and luxury.

https://www2.deloitte.com/content/dam/Deloitte/at/Documents/consumerbusiness/at-global-powers-luxury-goods-2020.pdf

Donthu, N., Kumar, S. & Pattnaik, D. (2020). Forty-five years of Journal of Business

Research: A bibliometric analysis. Journal of Business Research, 109, 1-14.

Donthu, N., Kumar, S., Mukherjee, D., Pandey, N. & Lim, W. M. (2021). How to conduct

a bibliometric analysis: An overview and guidelines. Journal of Business Research,

, 285-296.

Feng, C. M., Park, A., Pitt, L., Kietzmann, J. & Northey, G. (2021). Artificial intelligence

in marketing: A bibliographic perspective. Australasian Marketing Journal, 29 (3),

-263.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R.

(2016). Social media marketing efforts of luxury brands: Influence on brand equity

and consumer behavior. Journal of Business Research, 69 (12), 5833-5841.

Gurzki, H. & Woisetschläger, D. M. (2017). Mapping the luxury research landscape: A

bibliometric citation analysis. Journal of Business Research, 77, 147-166.

Holmqvist, J., Wirtz, J. & Fritze, M. P. (2020). Luxury in the digital age: A multi-actor

service encounter perspective. Journal of Business Research, 121, 747-756.

Javornik, A., Duffy, K., Rokka, J., Scholz, J., Nobbs, K., Motala, A. & Goldenberg, A.

(2021). Strategic approaches to augmented reality deployment by luxury brands.

Journal of Business Research, 136, 284-292.

Jung, J., Yu, J., Seo, Y. & Ko, E. (2021). Consumer experiences of virtual reality: Insights

from VR luxury brand fashion shows. Journal of Business Research, 130, 517-524.

Kapferer, J. N. (2012). Abundant rarity: The key to luxury growth. Business Horizons, DOI: https://doi.org/10.1016/j.bushor.2012.04.002

(5), 453-462.

Kim, A. J. & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on

customer relationship and purchase intention. Journal of Global Fashion Marketing,

(3), 164-171.

Kim, A. J. & Ko, E. (2012). Do social media marketing activities enhance customer DOI: https://doi.org/10.1037/t40491-000

equity? An empirical study of luxury fashion brand. Journal of Business Research,

(10), 1480-1486.

Kim, H. M. & Laskowski, M. (2018). Toward an ontology –driven blockchain design for DOI: https://doi.org/10.1002/isaf.1424

supply– chain provenance. Intelligent Systems in Accounting, Finance and Management,

(1), 18-27.

Ko, E., Costello, J. P. & Taylor, C. R. (2019). What is a luxury brand? A new definition

and review of the literature. Journal of Business Research, 99, 405-413.

Lam, C. & Law, R. (2019). Readiness of upscale and luxury-branded hotels for digital DOI: https://doi.org/10.1016/j.ijhm.2018.12.015

transformation. International Journal of Hospitality Management, 79, 60-69.

Leban, M., Seo, Y. & Voyer, B. G. (2020). Transformational effects of social media lurking

practices on luxury consumption. Journal of Business Research, 116, 514-521.

Milanesi, M., Guercini, S. & Runfola, A. (2022). Let’s play! Gamification as a marketing

tool to deliver a digital luxury experience. Electronic Commerce Research, 1-18.

Oguntegbe, K. F., Di Paola, N. & Vona, R. (2022). Communicating responsible management

and the role of blockchain technology: social media analytics for the

luxury fashion supply chain. The TQM Journal. Vol 35, No. 2, 446-469.

Okonkwo, U. (2010). Luxury online. Styles, systems, strategies. Palgrave Macmillan. DOI: https://doi.org/10.1057/9780230248335

Sadowski, J., Strengers, Y. & Kennedy, J. (2021). More work for Big Mother: Revaluing

care and control in smart homes. Environment and Planning A: Economy and Space,

https://doi.org/10.1177/0308518X211022366 DOI: https://doi.org/10.1177/0308518X211022366

Van Eck, N.J. & Waltman, L. (2022). Manual for VOSviewer version 1.6.18. https://www.vosviewer.com/documentation/Manual_VOSviewer_1.6.18.pdf

Varsha, P. S., Akter, S., Kumar, A., Gochhait, S. & Patagundi, B. (2021). The impact of

artificial intelligence on branding: a bibliometric analysis (1982-2019). Journal of

Global Information Management 29 (4), 221-246.

Walsh, I. & Renaud, A. (2017). Reviewing the literature in the IS field: Two bibliometric

techniques to guide readings and help the interpretation of the literature. Systèmes

d’Information et Management, 22 (3), 4.

Wirtz, J. Holmqvist, J. & Fritze, M. P. (2020). Luxury services. Journal of Service Management. DOI: https://doi.org/10.1108/JOSM-11-2019-0342

Vol. 31 No. 4, pp. 665-691.

Wu, C. H. J. & Liang, R. D. (2009). Effect of experiential value on customer satisfaction

with service encounters in luxury-hotel restaurants. International Journal of Hospitality

Management, 28(4), 586-593.

Zhang, Y. & Nguyen, N. T. (2017). Magnetic digital microfluidics – a review. Lab on a DOI: https://doi.org/10.3390/optofluidics2017-04316

Chip, 17 (6), 994-1008.