Building luxury brands: analyzing engagement drivers on instagram

Bibliographic Details
Main Author: Birkelbach, Max Jakob
Publication Date: 2023
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/171763
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.
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spelling Building luxury brands: analyzing engagement drivers on instagramLuxury firmsEngagementSocial mediaBrandCEMS MIMDomínio/Área Científica::Ciências Sociais::Economia e GestãoLuxury 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.Torre, António MarinhoRUNBirkelbach, Max Jakob2023-06-272023-06-072029-06-07T00:00:00Z2023-06-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/171763TID:203517695enginfo:eu-repo/semantics/embargoedAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-09-16T01:41:39Zoai:run.unl.pt:10362/171763Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T18:50:20.097877Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Building luxury brands: analyzing engagement drivers on instagram
title Building luxury brands: analyzing engagement drivers on instagram
spellingShingle Building luxury brands: analyzing engagement drivers on instagram
Birkelbach, Max Jakob
Luxury firms
Engagement
Social media
Brand
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Building luxury brands: analyzing engagement drivers on instagram
title_full Building luxury brands: analyzing engagement drivers on instagram
title_fullStr Building luxury brands: analyzing engagement drivers on instagram
title_full_unstemmed Building luxury brands: analyzing engagement drivers on instagram
title_sort Building luxury brands: analyzing engagement drivers on instagram
author Birkelbach, Max Jakob
author_facet Birkelbach, Max Jakob
author_role author
dc.contributor.none.fl_str_mv Torre, António Marinho
RUN
dc.contributor.author.fl_str_mv Birkelbach, Max Jakob
dc.subject.por.fl_str_mv Luxury firms
Engagement
Social media
Brand
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Luxury firms
Engagement
Social media
Brand
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description 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.
publishDate 2023
dc.date.none.fl_str_mv 2023-06-27
2023-06-07
2023-06-27T00:00:00Z
2029-06-07T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/171763
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identifier_str_mv TID:203517695
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
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dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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repository.mail.fl_str_mv info@rcaap.pt
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