Please use this identifier to cite or link to this item: http://hdl.handle.net/10071/24452
Author(s): Aleem, A. K.
Loureiro, S. M. C.
Date: 2021
Title: Luxury brands on Instagram: A netnographic approach
Pages: 432 - 444
Event title: 2021 GFMC/KSMS International Conference at Seoul "Fashion, Design & Marketing Management in the Digital Environment"
ISSN: 2288-825X
DOI (Digital Object Identifier): 10.15444/GFMC2021.07.05.03
Keywords: Luxury
Brand coolness
Fashion
Social media
Communication
Netnography
Instagram
Abstract: The 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.
Peerreviewed: yes
Access type: Open Access
Appears in Collections:BRU-CRI - Comunicações a conferências internacionais

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