Publicação
Building luxury brands: analyzing engagement drivers on instagram
| Resumo: | Luxury brands are increasingly targeting younger generations, with social media platforms like Instagram playing a crucial role. However, little research has been conducted on the factors driving engagement on luxury brands' Instagram accounts. This study examines two groups of drivers - posting strategy and account presence - and their impact on engagement rates. Through linear regression, it is found that several variables from both groups have a significant positive effect on engagement rates. These findings offer valuable insights for luxury brands to enhance engagement and effectively engage with their future customer base. |
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| Autores principais: | Birkelbach, Max Jakob |
| Assunto: | Luxury firms Engagement Social media Brand CEMS MIM |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Luxury brands are increasingly targeting younger generations, with social media platforms like Instagram playing a crucial role. However, little research has been conducted on the factors driving engagement on luxury brands' Instagram accounts. This study examines two groups of drivers - posting strategy and account presence - and their impact on engagement rates. Through linear regression, it is found that several variables from both groups have a significant positive effect on engagement rates. These findings offer valuable insights for luxury brands to enhance engagement and effectively engage with their future customer base. |
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