ABSTRACT
One of the challenges, as well as one of the frontiers, of luxury goods marketing is the integration of Firm Generated Content and User Generated Content (UGC) to communicate the brand identity using social media. The integration generates a UGB, i.e. UGC strategic and operational management related to a brand, aimed at achieving communication and marketing goals. Digital channel communications help luxury companies understand the role of the Internet. Two basic requirements should be satisfied for a luxury product to be successful in digital channels: a correct and personalized identification of consumers and a multisensory experience naturally integrated in the physical and virtual environment. Digital systems can expand communication time, which is now managed by some direct and indirect sources. Communication activities through digital media aim at building consumers' trust, fostering information, sharing and exchanging opinions and content in a circular process integrating traditional unidirectional communication typical of press, radio and TV.
