Digital Transformation for Fashion and Luxury Brands

 

Part I Foundations of Digital Transformation 1 

1 Artificial Intelligence and Predictive Analytics: Towards a Praxis of Personalised Shopping Experiences 3

 

Wilson Ozuem and Michelle Willis 

2 Blockchain: Technology Transforming the Fashion Industry 27

 

Elena Cedrola, Barbara Kulaga, and Grazia Li Pomi 

3 Consumer Brand Engagement Through Chatbots 47

 

Dessy Ohanians and Ria Wiid 

4 From Disruption to Absorptive Capacity: The Life Cycle of Digital Marketing Innovation for Luxury Businesses 67

 

Faheem Uddin Syed, Diletta Vianello, Zuzana Kvítková, and Riccardo Rialti

5 Augmented Reality (AR) in Retailing: Customers’ Experience in Luxury Fashion 91

 

Aster Mekonnen 

6 Short Video Adverts: A Modern and Virtual Form of Advertising 107

 

Michelle Willis

 

Part II Scope and Application 133 

7 The Right Tool for the Right Job: Identifying Relevant Touchpoints to Achieve Seamlessness in the Fashion Sector 135

 

Giada Salvietti and Marco Ieva 

8 Influencer Marketing and Consumer Behaviour: Insights into the Effectiveness of Fashion Influencers’ Sponsored Content on Instagram 155

 

Giovanna Pegan and Chiara Verginella 

9 Celebrities, Social Media Influencers and Reference Groups 185

 

Peng Chen 

10 The Customer Experience with Fashion Sale Robots: A Psycho-interpretative Framework 207

 

Raffaella Montera, Maria Vincenza Ciasullo, Nicola Cucari, and Rosario Bianco 

11 Enterprise Social Media and Digital Creativity for Fashion Brands 225