HOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? / Jasmine CHORTANI / 2019

Titre : HOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? : The millennials and their relationship with luxury brands on social media through brand content Type de document : Mémoire Auteurs : Jasmine CHORTANI, Auteur Année de publication : 2019 Importance : 27 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management INDUSTRIE DU LUXE SECTEUR ; JEUNE ; SITE INTERNET ; WEBMARKETING ; MEDIA ; MARQUE Résumé : The luxury market is now evolving: by 2025, millennials will account for 45% of luxury buyers (Digimind, 2018) This ultra-connected generation has very specific expectations and habits that companies need to consider in order to attract this new demanding clientele. They must partly rethink their strategies and therefore the relationships with their targets on social media. To get a coherent strategy related to their brand identity on social media, I highlighted the necessity for brands to build an adapted online brand content strategy.Therefore, my thesis question is: how do luxury brands should engage with millennials on social media via the brand content? First of all, I carried out a literature review in order to understand the key concepts and challenges in luxury, especially related to the use of social networks in this industry. I have also studied the millennial’s expectations and their relationship with luxury brands. To complete the learnings of the literature review, a quantitative study has been made which has identified and measured trends among a target group of 278 French millennials under 35-year-old, who are social media users and have an interest in luxury. I studied in detail their use of social networks, their motivations to follow luxury brands, their preferences in terms of luxury as well as brand content on the message as on the form and I was able to highlight gender and age category disparities. By understanding their expectations and knowing their habits, I drew up recommendations on the brand content strategy that luxury brands should develop on social media to increase brand consideration and preference on millennials audience. Note de contenu : PGE: Bibliogr.P. 25-27 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497670