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

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.
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https://hal.archives-ouvertes.fr/hal-03264508
Contributor : Maria Mercanti-Guerin <>
Submitted on : Wednesday, June 23, 2021 - 2:49:05 PM
Last modification on : Monday, June 28, 2021 - 9:58:01 PM

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Maria Mercanti-Guérin, Christel de Lassus, Christophe Bezes. Quand l'expérientiel en luxe se construit sur Instagram : Synergie ou bataille entre marques et directeurs artistiques ?. Management & Avenir, INSEEC/Management Prospective Ed. 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, 123, ⟨10.3917/mav.123.0141⟩. ⟨hal-03264508⟩

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