Publication
Building luxury brands: analyzing engagement drivers on instagram
| Summary: | 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. |
|---|---|
| Main Authors: | Birkelbach, Max Jakob |
| Subject: | Luxury firms Engagement Social media Brand CEMS MIM |
| Year: | 2023 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | embargoed access |
| Associated institution: | Universidade Nova de Lisboa |
| Language: | English |
| Origin: | Repositório Institucional da UNL |
| Summary: | 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. |
|---|
Funded activities
No funded projects found.