Brambilla, M.; Badrizadeh, H.; Malek Mohammadi, N.; Javadian Sabet, A. Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: the Case of Italian Fashion on Instagram. Digital2023, 3, 1-17.
Brambilla, M.; Badrizadeh, H.; Malek Mohammadi, N.; Javadian Sabet, A. Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: the Case of Italian Fashion on Instagram. Digital 2023, 3, 1-17.
Brambilla, M.; Badrizadeh, H.; Malek Mohammadi, N.; Javadian Sabet, A. Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: the Case of Italian Fashion on Instagram. Digital2023, 3, 1-17.
Brambilla, M.; Badrizadeh, H.; Malek Mohammadi, N.; Javadian Sabet, A. Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: the Case of Italian Fashion on Instagram. Digital 2023, 3, 1-17.
Abstract
The rapid penetration of social media has been redefining every facet of the old marketing and customer engagement tactics, not only for the low-end and mass products but also for luxury brands. In this context, brands are dealing with the challenge of keeping the balance between using mass marketing strategies concurrent with accentuating the exclusivity of their offerings. Social media can be considered a boon if brands employ them to reach the right audience and use the right platform by incorporating the right content. In this work, we propose a sector-specific, integrated, and holistic investigation of the social media strategies of luxury brands, together with the impact they generate in terms of the engagement level of the users as an indicator of their success. We provide empirical validation of the method in the sector of luxury fashion brands in the Italian market, providing qualitative and quantitative analysis of the content shared on social media, considering the type, timing, and modality of the sharing. We evaluate consumer-brand engagement in different contexts, including important live events in the field.
Keywords
social media; marketing; user engagement; brand analysis; long-running live event; fashion
Subject
Computer Science and Mathematics, Analysis
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
