The The impact of social media on the reputation of luxury brands
DOI:
https://doi.org/10.34630/tth.v1i5.6233Keywords:
Social Media, Reputation, Luxury Brands, Storytelling, Desinformation, CancellationAbstract
Currently, social media are intrinsic in society. For this reason, it plays a crucial role not only in human relationships but also in business interactions. The fact that millions of people are present in digital allows brands to interact more easily with users. However, they need to know how to do it correctly, otherwise the damage to the brand could be irreparable. This article looks at the impact, both positive and negative, that social media has on the reputation of brands, more specifically, luxury brands, addressing aspects such as storytelling, association with social causes, disinformation and cancellation.
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