Luxury brands communication about heritage on instagram and Tiktok. How to communicate the notion of heritage from luxury brands on social networks: Comparative analysis of Instagram and TikTok. / Gabrielle CHARTIER / 2021

Titre : Luxury brands communication about heritage on instagram and Tiktok. How to communicate the notion of heritage from luxury brands on social networks: Comparative analysis of Instagram and TikTok. Type de document : Mémoire Auteurs : Gabrielle CHARTIER, Auteur Année de publication : 2021 Importance : 33 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 MARQUE ; COMMUNICATION PAR L'IMAGE Entreprise INSTAGRAM Résumé : Covid pandemic reinforced the fact that physical approach to consumer cannot be the lonely brands’communication strategy. Of course, marketing digital expansion began before the pandemic. However,this proves the need to consider various aspects of communication: particularly through social media.The goal of this qualitative study is to explore how luxury brands communicate about their heritage on Instagram and TikTok. The analysis of actual practices enables to compare both social media. Further field-based research aims to determine which are the most impactful practices and how luxury brands can convey their message about heritage. This seminar paper is based on documentary investigation, personal empirical observation on social media and 10 in -depth interviews. Globally, this reveals intrinsic distinctions between Instagram and TikTok in term of use, engagement, users’ preferences,and brands’ reputation. The study demonstrates the importance of heritage in luxury, as a purchase driver as luxury symbol. Literature address easily luxury heritage brands as theoretical notion. However few literature papers link heritage and social media. Instagram is the most mentioned due to its success and its engaging power. This paper is one of the first considering TikTok as a significant social media for luxury brands. As a comparative analysis between Instagram and TikTok, the study highlights how they can be complementary and how they reach various generations. This paper is particularly interesting for luxury brands looking for how they can deal with new social media platforms and new generations of potential consumers. This paper can help them to adapt their content and to create a sensibilization to heritage towards younger generations. Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539128