Abstract

The «digital revolution» has affected also the luxury industry, significantly changing the consumer behaviour. Consequently many luxury brands have turned to social media for their marketing strategies. Although several studies have addressed the impact of the online channel and social media usage in the luxury industry, a research gap arises regarding the use of these platforms in international marketing strategies. Filling this gap seems particularly important given the international vocation of such brands. To this purpose, an empirical single case study was carried out, trying to answer two different research questions: 1. Which objectives drive the luxury firms' use of social media for international marketing purposes? 2. How do luxury companies use social media in their international marketing strategies and which problems do they face? The findings show how the analysed firm approaches these platforms, highlighting potentialities and critical aspect of social media usage in international marketing.