Mapping out digital luxury marketing: a systematic review and future research agenda

Purpose The emerging role of digital technologies in the luxury sectors is well documented. Despite the growing scholarly interest, there is a scarcity of research that synthesizes the current knowledge. In response, this study conducts a systematic review to better understand the trends in the digital luxury marketing literature. Design/methodology/approach Based on the analyses of 162 peer-reviewed academic journals, key distinct themes, followed by an integrative conceptual framework that consolidates the past findings, are presented. Drawing on the Theory-Context-Methods (TCM) framework, the paper discusses implications and an agenda for future research. Findings Given how social media and emerging digital technologies are transforming the luxury industry, more research on the effects of endorser-related and technology-related dimensions is encouraged. Commonly employed theories include signaling theory, social comparison theory, construal level theory and the stimulus-organism-response framework. A majority of studies relied on quantitative methods such as surveys and experiments. Originality/value The study is unique as it presents an advanced understanding of the digital luxury marketing literature by (1) identifying distinct themes that emerged through the synthesis of the relevant studies, (2) providing an integrative conceptual framework, along with (3) future research opportunities drawing on the TCM framework.