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

Author

Listed:
  • Polfuß, Jonas

    (EBC Hochschule (Campus Düsseldorf), Germany)

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.

Suggested Citation

  • Polfuß, Jonas, 2021. "Marketing collaborations between luxury brands and hip-hop artists: An analysis of community feedback on Instagram," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(1), pages 53-67, June.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:1:p:53-67
    as

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    More about this item

    Keywords

    Marketing; social media; Instagram; likes; user engagement; luxury brands; hip-hop; community;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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