Extending the luxury experience to social media – User-Generated Content co-creation in a branded event

Elina Koivisto and Pekka Mattila

Journal of Business Research, 2020, vol. 117, issue C, 570-578

Abstract: The objective of this study is to provide new insights into social media marketing of luxury fashion. Consequently, this conceptual article addresses the User-Generated Content (UCG) within experiential marketing events. To demonstrate how a branded exhibition can facilitate the co-creation of visual content and its dissemination on social media, the article presents an illustrative visual frame analysis of the UCG. Theoretically, the study presents a new perspective on the dynamics of company-consumer co-creation, and demonstrates the application of a novel methodology for visual analysis of luxury that enables an understanding of the meanings in consumer-generated images. In managerial terms, this study provides new insights into UCG in social media marketing. To this end, experiential marketing event provide brands a platform for co-creating content with customers, and in so doing, engaging them to disseminate the brand value proposition.

Keywords: Luxury marketing; Social media; Brand experience; Value co-creation (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:117:y:2020:i:c:p:570-578

DOI: 10.1016/j.jbusres.2018.10.030

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