Social Media Marketing Efforts of Luxury Brands on Instagram

Simona Vinerean and Alin Opreana
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Alin Opreana: Lucian Blaga University of Sibiu

Expert Journal of Marketing, 2019, vol. 7, issue 2, 144-152

Abstract: Social media offers marketers a broad set of instruments to connect to targeted customers in a personalized and interactive manner. Different social media platforms enable different innovative strategies for an organization’s social media presence. In this framework, Instagram has become a popular social media platform for luxury fashion brands. This paper explores the area of luxury fashion brands on Instagram by focusing on key practices that should be implemented in a social media marketing strategy. The main objectives of this study are: (1) the present the concept of luxury brands, (2) to examine the social media marketing of luxury brands aimed at driving consumer engagement, (3) to assess the marketing practices of luxury fashion brands on Instagram, especially as they relate to influencers and celebrity endorsements.

JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:exp:mkting:v:7:y:2019:i:2:p:144-152

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