The Impact of Social Media Marketing Efforts (SMMEs) of Luxury Brands During the COVID-19 Pandemic on Consumers' Perception: The Case of Gucci

Abstract

The purpose of this study is to investigate how consumers perceive luxury fashion brands' use of digital channels and disruptive technologies, during the COVID-19 pandemic, in order to contribute to the literature and create new understandings of the digitalization of the luxury fashion industry. The research proposes to analyze the case of Gucci.