Luxury brands on Instagram: A netnographic approach

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dc.contributor.authorAleem, A. K.
dc.contributor.authorLoureiro, S. M. C.
dc.date.accessioned2022-02-07T12:59:18Z
dc.date.available2022-02-07T12:59:18Z
dc.date.issued2021
dc.date.updated2022-02-07T12:57:33Z
dc.description.abstractThe present research concerns a netnography study from June 1st 2020 to January 1st 2021on Instagram communication of six luxury brands: Louis Vuitton, Prada, Gucci, Dior, Chanel and Burberry. Five variables were taken into consideration: number of followers, number of posts, average comments, average likes and engagement rate. This qualitative study reflects the impact of digital transformation on the luxury market. Overall, results demonstrate luxury brands similarities in their Instagram communication strategy - Louis Vuitton and Gucci; Dior and Chanel; Prada and Burberry. With our findings, we were able to associate these luxury brands with the core dimensions of brand coolness. Implications of these findings are discussed with future research directions suggested.eng
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.event.date2021
dc.event.locationSeouleng
dc.event.title2021 GFMC/KSMS International Conference at Seoul "Fashion, Design & Marketing Management in the Digital Environment"
dc.event.typeConferênciapt
dc.identifier.doi10.15444/GFMC2021.07.05.03
dc.identifier.issn2288-825X
dc.identifier.urihttp://hdl.handle.net/10071/24452
dc.journal2021 Global Fashion Marketing Conference
dc.language.isoeng
dc.pagination432 - 444
dc.peerreviewedyes
dc.publisherGlobal Alliance of Marketing & Management Associations
dc.relationUIDB/00315/2020
dc.rightsopen access
dc.subjectLuxuryeng
dc.subjectBrand coolnesseng
dc.subjectFashioneng
dc.subjectSocial mediaeng
dc.subjectCommunicationeng
dc.subjectNetnographyeng
dc.subjectInstagrameng
dc.titleLuxury brands on Instagram: A netnographic approacheng
dc.typeconferenceObject
degois.publication.firstPage432
degois.publication.lastPage444
degois.publication.locationSeouleng
degois.publication.titleLuxury brands on Instagram: A netnographic approacheng
dspace.entity.typePublicationen
iscte.identifier.cienciahttps://ciencia.iscte-iul.pt/id/ci-pub-84116

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