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How has social media impacted marketing practices? - An analysis of luxury brands in instagram
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This thesis examines how luxury fashion brands utilize social media Ps (Purpose,
Positioning, Personalization, and Partnerships) on Instagram alongside traditional marketing
Ps (Product, Price, Place, Promotion). Using an in-depth observation of the Instagram
accounts of 14 luxury brands selected based on their popularity and activity on social media,
the study validates the role of social media Ps in the marketing strategies of luxury brands,
highlighting their integration with the traditional 4Ps, which makes traditional and social
media Ps not mutually exclusive but rather interconnected. Indeed, the thesis reveals that
luxury brands effectively utilize Product content to communicate their Positioning, while
Partnerships serve as a means for expanding their Product offering. Thus, the findings provide
valuable insights for fashion marketers, leading to a proposed expanded framework of the
Four Ps in the context of social media.
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Fashion Luxury marketing Social media instagram