Marketing collaborations between luxury brands and hip-hop artists: An analysis of community feedback on Instagram

Jonas Polfuß
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Jonas Polfuß: EBC Hochschule (Campus Düsseldorf), Germany

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 1, 53-67

Abstract: Luxury fashion and hip-hop music have become intertwined, but their relationship remains conflict-ridden. This study examines the collaboration between luxury brands and rappers based on three marketing collaborations from 2019: Gucci, Fendi and Chanel. Critical user and community feedback are examined using quantitative and qualitative in-depth analyses of Instagram posts. The evaluation takes the form of an engagement and sentiment analysis, the results of which mirror previous research on hip-hop marketing and social media monitoring. This study provides insights into the opportunities and risks of lifestyle marketing in collaboration with artists.

Keywords: Marketing; social media; Instagram; likes; user engagement; luxury brands; hip-hop; community (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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