Covet House: The importance of digital marketing in the luxury industry

• Autor(a) principal: Santos, Beatriz Costa Gouveia
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/46516
• topic: Customer engagement; Social media; Instagram; Post characteristics; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This thesis presents a report based on an internship developed at Covet House. The brand Covet House belongs to Covet Group, and their market is the luxury furniture industry. The internship had a duration of 720 hours and took part in the company's Web Marketing department, having the Asian and Middle East Markets as a responsibility. It started on the 5th of September 2022 and ended on the 31st of January 2023. The main research objective of this study was to analyze the impact of Instagram posts on customer engagement in the luxury furniture industry, having the Covet House brand under analysis. Based on a quantitative approach, the main findings of this study are that concluded that when analyzing Instagram posts, the type of publication, the type of post, and the use of a carousel all have a significant impact on the number of likes, comments, saves, and accounts reached; the timeframe of a publication has an impact on the number of likes, saves, and accounts reached. The four independent variables did not register any significant influence on engagement with the other three dependent variables (impressions, accounts with interaction, and profile visits). Besides that, it was also possible to conclude that the post characteristics with higher engagement were brand publication, during the weekend, with no carousel use; and the ones with the least engagement were brand reels, during the week, and without the use of a carousel. Among the recommendations for the company brand posts are the ones that generate higher engagement, so maybe it is best to publish more brand posts than inspirational ones. The company should also take into consideration that the engagement from the publications (photos, videos) is higher than the engagement from reels, meaning that perhaps the company should focus more on photo/video publications, and not so much on reels. It is still important for the company to continue to use posts with a carousel. Finally, the company could consider scheduling more posts during the weekend, instead of publishing six posts each day, maybe consider posting eight or ten.