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El Shayeb, M., & El Deeb, S. (2023). The Mediating Effect of Luxury Perception on the Relationship between Social Media Marketing and Purchase Intention of Luxury Jewelry Brands. International Journal of Internet Marketing and Advertising, 18, 28-57.
https://doi.org/10.1504/IJIMA.2023.128149

has been cited by the following article:

• TITLE: Innovation Research on the Marketing Model of Light Luxury Jewelry

  AUTHORS: Yajing Gao, Yi Yin, Jiayi Li, Chenggang Li

  KEYWORDS: Product Differentiation, Brand Collaboration, Market Positioning, Personalized Marketing

  JOURNAL NAME: Journal of Service Science and Management, Vol.17 No.3, June 27, 2024

  ABSTRACT: The core value of jewelry lies in meeting people’s spiritual and cultural demands, and the innovation of its marketing model is the key to connecting supply and demand. This paper takes the light luxury line of jewelry as the research target and conducts an in-depth study on the innovation of the marketing model of light luxury jewelry. Based on existing literature, this paper analyzes the current status and development potential of the light luxury jewelry market, summarizing the innovative strategies of the current light luxury jewelry market, including product differentiation, experiential marketing, cross-border cooperation, cultural marketing, and Internet+. The paper analyzes the problems existing in the light luxury jewelry marketing model and proposes countermeasures and suggestions such as clarifying market positioning, innovating marketing models, and enhancing brand image.