EMPOWERMENT THROUGH THE USE OF INGRATIATION IN HERMÈS ONLINE LUXURY BRAND COMMUNITIES

A postmodern theory and contemporary marketing strategy, digital storytelling is the virtual means by which a story can be organized. Less traditional to the beginning, middle and end of conventional narratives, this framework suggests that individuals connect the dots of a story by comparing their reading with others. To conceptualize this model within fashion, this paper follows Christian Dior’s Secret Garden campaign as it is broadcasted and diffused through Instagram and YouTube. Carried out by consumers’ interpretations as the story unfolds, this study aims to measure the interaction of media and audience within the parameters of social network analysis following Rihanna’s casting as Dior’s newest protagonist. Characterized by its hyperrealistic nature and speeded-up cultural tropes, this case underlines the epistemic shift for luxury brand communities today. As a result, this paper indicates the success of e-word-of-mouth marketing, and denotes the strength of fashion film as an illustrative medium of communication.

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Dior and digital storytelling: on the marketing of luxury brand narratives

10.32920/ryerson.14654790 ◽

2021 ◽

Author(s):

Emily Raymond

Keyword(s):

Social Network ◽

Social Network Analysis ◽

Network Analysis ◽

Marketing Strategy ◽

Digital Storytelling ◽

Word Of Mouth ◽

Postmodern Theory ◽

Luxury Brand ◽

Brand Communities

A postmodern theory and contemporary marketing strategy, digital storytelling is the virtual means by which a story can be organized. Less traditional to the beginning, middle and end of conventional narratives, this framework suggests that individuals connect the dots of a story by comparing their reading with others. To conceptualize this model within fashion, this paper follows Christian Dior’s Secret Garden campaign as it is broadcasted and diffused through Instagram and YouTube. Carried out by consumers’ interpretations as the story unfolds, this study aims to measure the interaction of media and audience within the parameters of social network analysis following Rihanna’s casting as Dior’s newest protagonist. Characterized by its hyperrealistic nature and speeded-up cultural tropes, this case underlines the epistemic shift for luxury brand communities today. As a result, this paper indicates the success of e-word-of-mouth marketing, and denotes the strength of fashion film as an illustrative medium of communication.

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Consumer Motivations for Sharing Luxury Brands

10.31235/osf.io/2u45h ◽

2020 ◽

Author(s):

B Saju

Keyword(s):

Research Question ◽

The Other ◽

Consumer Acceptance ◽

Luxury Brands ◽

Luxury Brand ◽

Brand Communities ◽

Other Hand ◽

The One

Luxury marketers have been watching the rise of sharing startups and the unprecedented consumer acceptance of the same with trepidation. This phenomenon has the potential of scuttling the apple cart of legacy luxury brands and the conventional way of marketing. Thus, the author makes an attempt to dissect the consumer motivations for sharing precious possessions on the one hand and using such services on the other hand. By observing such phenomenon at close quarters using in-depth consumer interviews supplemented by netnographic observation of luxury brand communities, this paper attempts to capture the enablers of a changing consumer psyche in order to chart out strategic implications for brand custodians. In short, this paper examines the following research question a) what are the consumer motivations for sharing as well as using shared luxury brands b) what are the enablers of consumer transition from ownership centric to experience centric consumption of luxury.

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