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Social media’s impact on brand perception in the context of luxury fashion industry

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Social media’s impact on brand perception in the context of luxury fashion industry

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Samenvatting

QUOTE “This research report looks at the role of social media for luxury fashion brands, and aims to find out how the use of official brand pages on social media affects the way consumers perceive a luxury fashion brand and what impact it has on the brand image and brand-consumer relationship.” RESEARCH QUESTION How does social media presence affect consumers’ brand perception in the context of luxury fashion industry? SUB QUESTIONS 1. What is meant by luxury brands? 2. What is social media? 3. What is the role of social media for luxury fashion brands? 4. Which brands incorporate social media successfully/unsuccessfully? 5. How do different elements of a social media approach affect consumers’ view of the brand? (a. content. - b. Activity level / frequency of posts. - c. Interaction level) ADVISORY REPORT The aim of this advisory report is to provide the luxury fashion brand, Yves Saint Laurent, with contemporary and relevant improvement suggestions for the brand’s social media approach on the two chosen platforms, Facebook and Instagram. In order to do this, the report briefly looks at the current approaches on each channel highlighting the inadequacies and proceeds to suggest ways how they could be improved by providing examples and campaign ideas.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2016
TypeBachelorscriptie
TaalEngels

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