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CHU_45951800_2020_Appendix1.pdf
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CHU_45951800_2020_Appendix2.pdf
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CHU_45951800_2020_Appendix3.pdf
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CHU_45951800_2020_Appendix4.pdf
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CHU_45951800_2020.pdf
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- Abstract
- This MA thesis aims to further extend current knowledge on the use of social media as a means of marketing and advertising communication by investigating (1) the ways luxury fashion brands use social media for marketing purposes and (2) consumers’ perspectives on these brands’ social media sites. The 8C framework, a reference model for Web 2.0 applications, was used to analyze eleven luxury fashion brands’ Facebook, YouTube and Instagram platforms for three months. An online survey was designed and distributed via my own personal Facebook and Instagram accounts. While the first part aimed to explore and identify business practices adopted by luxury brands on social media, the second part focused on gaining insights into consumers’ online behavior and their opinions on the social media pages of the same luxury brands.