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Social Media Marketing Efforts of Luxury Brands on Instagram

Author

Listed:
  • Simona VINEREAN

    (Lucian Blaga University of Sibiu, Romania)

  • Alin OPREANA

    (Lucian Blaga University of Sibiu)

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.

Suggested Citation

  • Simona VINEREAN & Alin OPREANA, 2019. "Social Media Marketing Efforts of Luxury Brands on Instagram," Expert Journal of Marketing, Sprint Investify, vol. 7(2), pages 144-152.
    • Handle: RePEc:exp:mkting:v:7:y:2019:i:2:p:144-152
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    References listed on IDEAS

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    Cited by:

    1. Park, Jungkun & Hyun, Hyowon & Thavisay, Toulany, 2021. "A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Yoo, Jinyoung Jinnie, 2023. "Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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    More about this item

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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