Quand l'expérientiel en luxe se construit sur Instagram: Synergie ou bataille entre marques et directeurs artistiques ?

Maria Mercanti-Guérin (), Christel de Lassus () and Christophe Bezes ()
Additional contact information
Maria Mercanti-Guérin: IAE Paris - Sorbonne Business School
Christel de Lassus: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel
Christophe Bezes: ISTEC - Institut supérieur des Sciences, Techniques et Economie Commerciales - ISTEC

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Abstract: Instagram has become the preferred social network for luxury brands that actively develop their events there. Among the many strategies of presence on this network is the highlighting of content and accounts by artistic directors (ADs). However, some develop their own strategies that blur the expression of the positioning of the luxury brands for which they work. An innovative methodology, by mobilising artificial intelligence and by analysing the contents and objects posted on Instagram (texts and "captions") has made it possible to study the experiential built on Instagram by the AD. The results propose a typology of the collaboration be-tween ADs and brands and underline the difficulty of managing multiple transmitters on social networks. The conclusions of this research pave the way for a more global reflection on the difficult management of influencers in the luxury sector.

Keywords: Instagram; experiential; artistic directors; AI; luxury; Réseaux sociaux; Influence; Directeurs Artistiques; E-Commerce; Luxe; Marque; Mode (search for similar items in EconPapers)
Date: 2021-06-15
New Economics Papers: this item is included in nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-03264508v1
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Published in Revue management & avenir, 2021, Cahier : Le marketing expérientiel du luxe : Quels sont les enjeux et les défis des maisons de luxe pour répondre aux besoins (fonctionnels, relationnels, technologies et émotionnels) de leurs clients ? Coordonné par Wided BATAT, Management & Avenir 2021 (N°123), pp.P.141 à 160. ⟨10.3917/mav.123.0141⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03264508

DOI: 10.3917/mav.123.0141

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