The power of stories : luxury brand communication on social media
The purpose of this study is to explore how luxury brands portray their values through storytelling on social media. A qualitative study was conducted due to the exploratory nature of this study using a multiple case study. Moreover, both primary and secondary data was collected. Primary data was co...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2021
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| Texto completo: | http://hdl.handle.net/10400.14/35400 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/35400 |
| Resumo: | The purpose of this study is to explore how luxury brands portray their values through storytelling on social media. A qualitative study was conducted due to the exploratory nature of this study using a multiple case study. Moreover, both primary and secondary data was collected. Primary data was collected through semi-structured interviews with three luxury brands and thereafter with potential consumers. The findings identified four ways luxury brands portray their values through the role of brand storytelling on social media: (1) guaranteeing consistency (2) maintaining authenticity (3) remaining aspirational (4) engaging and educating. The research adds to existing literature in the luxury sector and brand communication |
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