Infusing New Technologies and Luxury

Abstract

The technology integration of luxury is a promising business opportunity. New technologies such as the internet of things, smart objects, artificial intelligence, the pervasive digitization of business processes, together with the shift of several business activities online are enabling unprecedented opportunities for luxury marketers and managers. Through qualitative research designs, this chapter would systematize knowledge about this topic with the means of a literature review. An amount of 224 contributions published in the last two decades (2010-2020) have been examined. Findings show current issues and opportunities on four promising topics: luxury hospitality, luxury fashion, luxury tourism, and luxury foods. Opportunities for scholars, marketers, and managers are examined together with implications for consumers' behavior studies.

Strategies and Effects of Luxury Goods in Metaverse Market Marketing: A Study from the Perspective of Consumer Engagement and Brand Awareness

“…In order to meet the new demands and expectations of consumers, luxury brands have begun integrating new technologies and elements deeply into their distribution channels and shopping environments, aiming to provide a richer and more appealing shopping experience [20,21]. For example, the use of immersive marketing strategies, which is a method that can evoke consumers' perceptions and emotional responses, can further influence consumers' purchasing behavior and make them more inclined to choose the brand's products [22,23].…”