I would need help for my literature review. The instructions for the literature review are based on this theoretical framework:
The theoretical framework for this research is anchored in several theories that combine perspectives from game sociology, digital culture studies, and consumer behavior theories. The objective is to analyze the convergence of luxury fashion and digital gaming platforms, with a specific emphasis on the impact of these environments on the consumption behaviors of younger demographics.
Firstly, it will explore the concept behind Luxury Brand Management, the strategies applied to maintain exclusivity while enlarging market shares. It will look further into analyzing the industry’s unique positioning as well as how it has adapted to different marketing channels.
Moreover, the study will leverage the Generational Cohort Theory, a Gen Z – focused theory examining the generational characteristics, behaviors, and preferences of different generational groups. It delves into having a full understanding of this generation and how it has influenced different consumer behaviors and expectations.
Thirdly, the review of existing literature will incorporate a reflection and analysis on the Technology Acceptance Model (TAM), in order to understand how consumers in today’s industry are able to adapt to the advent of new and disruptive technologies. Thanks to this model that highlights the ease of use of such technologies, it is able to assess which are the possible factors that could influence gaming as a marketing and engagement tool.
The last framework utilized will be about Experiential Marketing in the digital era, with a focus onto gaming. The analysis will look closely at how brands are able to create immersive experiences for consumers, stressing the significance of engaging and memorable brand experiences in cultivating brand loyalty among our target demographic, Gen Zs.
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