BUSN20019 Project: Investigating Digital Proficiency & Brand Value

This research project investigates the relationship between digital proficiency and brand value within the luxury brand sector. It acknowledges the significant growth of online retailing and the challenges luxury brands face in maintaining exclusivity while exploiting digital opportunities. The study utilizes secondary data, focusing on sources like Facebook and reports from organizations like Contactlab, to analyze the digital performance of luxury brands. The core research question explores whether a luxury brand's digital aptitude affects its brand value. The variables under consideration are digital proficiency and brand value, with search terms including Facebook adverts, social media marketing, and video marketing. The project references articles discussing the benefits of a digitally engaged consumer base for luxury brands and the importance of maintaining exclusivity through selective online content. This project, contributed by a student, is available on Desklib, where students can find a variety of solved assignments and past papers.

Field of research
In this study of this research the online retailing over the recent years has been very significant in
all ways. Digitization in retail is a very valuable opportunity for professionals in marketing as it
increases the consumer areas and extending or complimenting their in-store know-how of the
world digitally. Nevertheless, to build any online environment that poses challenges to brands of
luxury with exclusivity given, the quality being high and much more how unique and existence
of the core. This companies of luxury have face many obstacle by profitably through exploitation
of retail digitization at the same time as to increase and maintain their brand value (Phan, 2011).
Source of Secondary data
There are various sources for this project. In this case we consider the data collection from the
Facebook which played a big part in collection of data. Secondary data is always easy to access
for digital economical and maps brands of luxury. In collaboration with many prestigious
customers, many research team has conducted research on markets and reports created on user’s
habits when online, digital performance of the biggest brands fashion and sector of luxury and
much more evolving sales and strategies in marketing in term of digital adoption (contactlab,
2018).
Research Question
The study is focusing in researching the existence of relationships between luxury brands’ digital
expertise and brand worth. Specific RQ: is it the responsible of doing the luxury brands digital
aptitude that affect the brand’s value? The variables includes the digital proficiency and the
brand value.
Search terms
Search terms to be used in this online brand value included are such as the Facebook adverts,
social-media marketing and also the video marketing.
Articles cited
There are so many believes that furnishes on online-retail whereby there is a believe that a
tweaked consumer engaged on platforms digitally is advantageous to luxury brands, this articles
are limited in lacking and considerations of the media encounter types (Koch, 2015).
Considering a more specific approach, there is another argument where brands of luxury can
explore the paybacks of the digital existences and maintaining the exclusivity prestige by
“offering selective online content and services” (Hennigs, 2015).
References
contactlab. (2018). Luxury goods. Retrieved from https://contactlab.com/en/more/reports/?
rtype=luxury-goods-se%1fries-en
Hennigs, N. W. (2015). The complexity of value in the luxury industry: From consumers’ individual value
perception to luxury consumption. International Journal of Retail & Distribution Management,

922-939.
Koch, S. &. (2015). Journal of Electronic Commerce in Organizations,. Does successful social media
marketing affect brand value?: An empirical investigation., 1, 15-26.
Phan, M. T. (2011). Social media and luxury brand management:. The case of Burberry. Journal of Global
Fashion Marketing, 213-222.