Les stratégies de communication des marques de luxe sur Instagram envers la génération Z : les stratégies de communication des marques de luxe sur Instagram s'adaptent-elles aux caractéristiques de la génération Z ?

Details

Supervisors

François, Thomas

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

enIn the digital age, luxury brands are present on social media and more particularly on Instagram, which has become the preferred social network for their communication. However, maintaining their status of rarity and exclusivity while being accessible on digital platforms represents a major challenge for them. This thesis focuses on luxury brands' communication strategies towards Generation Z on Instagram. The aim was to determine whether they take into account the characteristics and values of this generation in their communication in order to target them more effectively. Members of Generation Z were born between 1995 and 2010, and are already a major segment of the luxury market. This generation, which is hyperconnected and in search of authenticity and hedonism in life, is gradually transforming the luxury industry and has different expectations from previous generations. To answer our research question, we first carried out a content analysis of 100 luxury brand publications on Instagram, based on a personal typology, and we identified the communication strategies for each of these publications. Then, we conducted an exploratory survey among members of Generation Z in French-speaking Belgium with the aim of obtaining information about their relationship with luxury brands and measuring the reception of communication strategies among our respondents. Finally, after analyzing our results and comparing our two axis of research, we concluded our work by presenting the strategies most frequently adopted by luxury brands, as well as those preferred by Generation Z. These approaches have enabled us to provide an in-depth answer to our research question.