Building brand loyalty through Social Media in economic crisis: a gender and Gen Y perspective of South-East European luxury fashion consumers

The thesis presents the scope, theoretical basis, research approach, findings, theoretical practitioner, and methodological implications, limitations and suggestions for future research of a study that investigated the role of Social Media (SM) for the development of brand loyalty toward luxury fashion brands (LFBs) among Generation Y (Gen Y) luxury fashion customers (LFCs) in Southeast Europe (SEE). Specific attention was also paid to the role of gender as an influencing factor in shaping Generation Y’s luxury fashion consumer behavior.