Luxury Brand Management in Social Media: Performance and Assessment Dashboard

Student: Ruchkova Dariia

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Global Business (Master)

Year of Graduation: 2019

This research reveals essential aspects of luxury brand management in social media which help managers lead business in contemporary highly digitalised environment, where millennials expect to receive the same authentic experience as if they would shop offline. Especially, current work is valuable for emerging luxury brands, which are striving to prove themselves as luxury brands in socials, build brand awareness, educate prospective customers, and establish proper, functional and beneficial social commerce. Hereby, “luxury brand social media management” concept model and “luxury brand social media performance and assessment” dashboards, which were developed within the research contributed to the theory and practice of strategic management in the segment of luxury.

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