NDLI: An Internet based distribution strategy of luxury products and services grounded on qualitative Web discourse analysis

Content Provider	IEEE Xplore Digital Library
Author	Broillet, A. Dubosson, M. Trabichet, J.-P.
Copyright Year	2008
Description	Author affiliation: Haute Ecole de Gestion Geneve (HEG Geneve), Geneva (Broillet, A.; Dubosson, M.; Trabichet, J.-P.)
Abstract	Nowadays Internet userspsila behavior when using Web 2.0 technologies is mostly ignored in marketing research, and therefore is, in particular, absent in the luxury internet strategy literature. This paper contributes to answering the following research question: Can Netnography be used as a research method and how can it be used efficiently in order to design internet strategy such as online communication and distribution? Different blogs dedicated to luxury products were analyzed in order to test this research method in the luxury sector. What Internet users interested in luxury goods and services were saying and writing in different blogs dedicated to luxury products was analyzed with the netnography methodology. Postings discussing luxury watch brands, luxury cars, luxury travel and art objects were analyzed through the frequency of particular terms in order to give an idea of the most stated opinions and the perception of the products and services. Results showed that Web 2.0 can no longer be ignored and should be fully integrated in the communication and distribution strategy, even in the case of luxury products and services.
Starting Page	1
Ending Page	7
File Size	1062318
Page Count	7
File Format	PDF
ISBN	9781424420858
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2008-07-13
Publisher Place	Canada
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Web 2.0 Netnography Luxury e-commerce consumer attitude strategy
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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