COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
The Impact of Mobile Marketing on the Relationship between Generation Y Consumers and the Concept of Luxury
Creator:
Simak, Elizabeth R.
Subject:
Thesis (M.F.A.) -- Luxury and Fashion Management
Subject:
Savannah College of Art and Design -- Department of Fashion
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
Luxury brands are charging full force into mobile marketing and commerce because of the
direct relationship with luxury consumers, and the idea that mobile maintains the values of
luxury. Marketers view mobile positively in terms of maintaining luxury experience, relationship
building, increased engagement, and increased purchased intent. Generation Y is main target of
mobile marketing because they are tech savvy, feel self-identification/social integration due to
mobile phone use, and tend to be early adopters and innovators, especially in the realm of
fashion. As their income increases, they have become the next generation of luxury consumers.
This paper will examine the attitudes of generation Y consumers toward mobile marketing and
the idea of luxury. It will also seek to determine the luxury value of the medium as well as the
relevance of mobile marketing and its benefits in terms of luxury branding.
direct relationship with luxury consumers, and the idea that mobile maintains the values of
luxury. Marketers view mobile positively in terms of maintaining luxury experience, relationship
building, increased engagement, and increased purchased intent. Generation Y is main target of
mobile marketing because they are tech savvy, feel self-identification/social integration due to
mobile phone use, and tend to be early adopters and innovators, especially in the realm of
fashion. As their income increases, they have become the next generation of luxury consumers.
This paper will examine the attitudes of generation Y consumers toward mobile marketing and
the idea of luxury. It will also seek to determine the luxury value of the medium as well as the
relevance of mobile marketing and its benefits in terms of luxury branding.
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2012-03
Format:
PDF : 116 p. : ill