Luxury brands on social media

Detalhes bibliográficos
Autor(a) principal: Basalka, Valerie
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.26/52169
Resumo: Social media has become exceptionally important for businesses, and luxury brands are no exception to this development. The struggle to preserve the exclusive and rare image of luxury brands has led to neglect the opportunities by social media in previous years. However, it has now emerged as a crucial component of their marketing strategies. This master thesis investigates the utilization of social media by luxury brands to attract luxury shoppers. To obtain current insights, a thorough literature review was combined with a qualitative method implementing two techniques. Firstly, qualitative semi-structured interviews were conducted with luxury experts, and secondly, a content analysis was undergone on Instagram accounts of luxury brands such as Louis Vuitton, Hermès, and Jacquemus. This thesis explores the many facets of social media and luxury as well as the diverse behaviours and intentions of luxury consumers. Key findings were generated from the research: Firstly, luxury brands use various social media tactics, including storytelling, high-quality photography, video content, partnerships with influencers and celebrities, and behind-the-scenes glimpses, all while subtly integrating the luxury characteristics. Secondly, the research reveals the importance of aligning social media strategies with brand identity and values to maintain authenticity and credibility. Furthermore, the thesis emphasizes the significance of tailoring strategies for different luxury market segments, such as quiet and loud luxury brands, while also underlining the importance of understanding the target groups. Ultimately, this thesis contributes to a deeper understanding of luxury brands on social media and provides valuable insights for luxury marketers aiming to navigate social media´s complexities to attract luxury shoppers.
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spelling Luxury brands on social mediaLuxury brandsLuxury consumerSocial mediaLuxury marketingDomínio/Área Científica::Ciências Sociais::Economia e GestãoSocial media has become exceptionally important for businesses, and luxury brands are no exception to this development. The struggle to preserve the exclusive and rare image of luxury brands has led to neglect the opportunities by social media in previous years. However, it has now emerged as a crucial component of their marketing strategies. This master thesis investigates the utilization of social media by luxury brands to attract luxury shoppers. To obtain current insights, a thorough literature review was combined with a qualitative method implementing two techniques. Firstly, qualitative semi-structured interviews were conducted with luxury experts, and secondly, a content analysis was undergone on Instagram accounts of luxury brands such as Louis Vuitton, Hermès, and Jacquemus. This thesis explores the many facets of social media and luxury as well as the diverse behaviours and intentions of luxury consumers. Key findings were generated from the research: Firstly, luxury brands use various social media tactics, including storytelling, high-quality photography, video content, partnerships with influencers and celebrities, and behind-the-scenes glimpses, all while subtly integrating the luxury characteristics. Secondly, the research reveals the importance of aligning social media strategies with brand identity and values to maintain authenticity and credibility. Furthermore, the thesis emphasizes the significance of tailoring strategies for different luxury market segments, such as quiet and loud luxury brands, while also underlining the importance of understanding the target groups. Ultimately, this thesis contributes to a deeper understanding of luxury brands on social media and provides valuable insights for luxury marketers aiming to navigate social media´s complexities to attract luxury shoppers.As redes sociais tornaram-se extremamente importantes para as empresas, e as marcas de luxo não são exceção. A luta para preservar a imagem exclusiva e rara das marcas de luxo levou à negligência das oportunidades oferecidas pelas redes sociais em anos anteriores. No entanto, as redes sociais emergiram agora como uma componente crucial das suas estratégias de marketing. Esta tese investiga a utilização das redes sociais por marcas de luxo para atrair consumidores de luxo. Para obter insights, uma revisão aprofundada da literatura foi combinada com um método qualitativo, através de duas técnicas. Em primeiro lugar, foram realizadas entrevistas qualitativas semiestruturadas com especialistas em luxo, e, em segundo lugar, foi realizada uma análise de conteúdo às contas de Instagram de marcas de luxo como Louis Vuitton, Hermès e Jacquemus. Esta tese explora os diversos aspetos das redes sociais e do luxo, bem como os comportamentos e intenções variados dos consumidores de luxo. Foram geradas conclusões importantes: em primeiro lugar, as marcas de luxo utilizam várias táticas nas redes sociais, incluindo storytelling, fotografia de alta qualidade, conteúdo em vídeo, parcerias com influenciadores e celebridades, e vislumbres dos bastidores, tudo isso integrando subtilmente as características do luxo. Em segundo lugar, o estudo revela a importância de alinhar as estratégias de redes sociais com a identidade e os valores da marca para manter a autenticidade e a credibilidade. Além disso, a tese enfatiza a importância de adaptar as estratégias para diferentes segmentos do mercado de luxo, como marcas de luxo discretas e marcas de luxo ostensivas, sublinhando também a importância de compreender os grupos-alvo. A tese contribui para uma compreensão aprofundada das marcas de luxo nas redes sociais e fornece contribuições 5 para os profissionais de marketing de luxo que pretendem navegar pelas complexidades das redes sociais para atrair consumidores de luxo.Bicho, MartaRepositório ComumBasalka, Valerie2024-09-24T10:23:01Z2024-06-262024-06-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.26/52169TID:203692152engmetadata only accessinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-09-26T16:29:06Zoai:comum.rcaap.pt:10400.26/52169Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-09-26T16:29:06Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Luxury brands on social media
title Luxury brands on social media
spellingShingle Luxury brands on social media
Basalka, Valerie
Luxury brands
Luxury consumer
Social media
Luxury marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Luxury brands on social media
title_full Luxury brands on social media
title_fullStr Luxury brands on social media
title_full_unstemmed Luxury brands on social media
title_sort Luxury brands on social media
author Basalka, Valerie
author_facet Basalka, Valerie
author_role author
dc.contributor.none.fl_str_mv Bicho, Marta
Repositório Comum
dc.contributor.author.fl_str_mv Basalka, Valerie
dc.subject.por.fl_str_mv Luxury brands
Luxury consumer
Social media
Luxury marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Luxury brands
Luxury consumer
Social media
Luxury marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Social media has become exceptionally important for businesses, and luxury brands are no exception to this development. The struggle to preserve the exclusive and rare image of luxury brands has led to neglect the opportunities by social media in previous years. However, it has now emerged as a crucial component of their marketing strategies. This master thesis investigates the utilization of social media by luxury brands to attract luxury shoppers. To obtain current insights, a thorough literature review was combined with a qualitative method implementing two techniques. Firstly, qualitative semi-structured interviews were conducted with luxury experts, and secondly, a content analysis was undergone on Instagram accounts of luxury brands such as Louis Vuitton, Hermès, and Jacquemus. This thesis explores the many facets of social media and luxury as well as the diverse behaviours and intentions of luxury consumers. Key findings were generated from the research: Firstly, luxury brands use various social media tactics, including storytelling, high-quality photography, video content, partnerships with influencers and celebrities, and behind-the-scenes glimpses, all while subtly integrating the luxury characteristics. Secondly, the research reveals the importance of aligning social media strategies with brand identity and values to maintain authenticity and credibility. Furthermore, the thesis emphasizes the significance of tailoring strategies for different luxury market segments, such as quiet and loud luxury brands, while also underlining the importance of understanding the target groups. Ultimately, this thesis contributes to a deeper understanding of luxury brands on social media and provides valuable insights for luxury marketers aiming to navigate social media´s complexities to attract luxury shoppers.
publishDate 2024
dc.date.none.fl_str_mv 2024-09-24T10:23:01Z
2024-06-26
2024-06-26T00:00:00Z
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