Uloga različitih vrsta digitalnog sadržaja luksuznih modnih marki u poticanju angažiranosti potrošača

graduate thesis

• Title (english): The role of different types of digital content of luxury fashion brands in driving consumer engagement
• Author: Adriana Brtan
• Mentor: Sandra Horvat (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-10-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Luksuzne modne marke predstavljaju vrlo kompleksnu tržišnu kategoriju, s obzirom na to da luksuz nosi specifične karakteristike poput visoke cijene, jedinstvenosti i ograničene dostupnosti. Marketinška komunikacija u kontekstu luksuznih modnih marki zahtijeva poseban pristup, jer je važno dosegnuti potrošače uzimajući u obzir osobitosti modne industrije, a pritom zadržati esenciju luksuza. Cilj ovog rada je prikazati koja je uloga različitih vrsta digitalnog sadržaja u marketinškoj komunikaciji luksuznih modnih marki u poticanju angažiranosti potrošača. Istražuje se kako različite vrste sadržaja, poput objava utjecajnih osoba, promotivnih kampanja ili suradnji, potiču korisničko ponašanje. Nadalje, analizira se način na koji luksuzna marka komunicira s potrošačima na Instagramu, odgovara na njihove komentare i pitanja, te stvaranje interaktivnog sadržaja koji potiče angažman potrošača. U istraživanju se primjenjuje analiza sadržaja koja obuhvaća dvije luksuzne modne marke koje su odabrane zbog uspješne marketinške komunikacije i broja pratitelja – Jacquemus i Versace. Fokus je na prilagodbi luksuznih modnih marki suvremenim metodama marketinške komunikacije na ovom popularnom društvenom mediju. Rezultati istraživanja pokazuju da luksuzne modne marke Jacquemus i Versace koriste različite strategije na Instagramu kako bi povećale angažman potrošača. Jacquemus se oslanja na jednostavne i spontane objave s naglaskom stvaranja emocionalne povezanosti s pratiteljima. S druge strane, Versace stavlja naglasak na prestiž i ekskluzivnost marke. Angažman se mjeri putem lajkova, komentara i dijeljenja, pri čemu Jacquemus potiče interakciju kroz pitanja i odgovore, dok Versace koristi slavne osobe i glamurozne kampanje. Ovi rezultati ističu važnost prilagodbe digitalnog sadržaja kako bi se uspješno potaknuo angažman potrošača na društvenim medijima.

Abstract (english)

Luxury fashion brands represent a highly complex market category, as luxury carries specific characteristics such as high price, uniqueness, and limited availability. Marketing communication in the context of luxury fashion brands requires a specialized approach, as it is important to reach consumers while considering the specificities of the fashion industry, all
while maintaining the essence of luxury. The aim of this paper is to present the role of different types of digital content in marketing communication of luxury fashion brands in driving consumer engagement. It explores how different types of content, such as influencer posts, promotional campaigns, or collaborations, influence consumer behavior. Furthermore, it analyzes how a luxury brand communicates with consumers on Instagram, responds to their comments and questions, and creates interactive content that drives consumer engagement. The research applies content analysis, focusing on two luxury fashion brands selected for their successful marketing communication and number of followers – Jacquemus and Versace. The focus is on how luxury fashion brands adapt to modern methods of marketing communication on this popular social media platform. The research results show that luxury fashion brands Jacquemus and Versace use different strategies on Instagram to increase consumer engagement. Jacquemus relies on simple and spontaneous posts, with an emphasis on creating emotional connections with followers. On the other hand, Versace focuses on prestige and brand exclusivity. Engagement is measured through likes, comments, and shares, with Jacquemus encouraging interaction through questions and responses, while Versace leverages celebrities and glamorous campaigns. These findings highlight the importance of adapting digital content to effectively drive consumer engagement on social media.

• Keywords: luksuzne marke; marketinška komunikacija; društveni mediji; Instagram; digitalni sadržaj; angažiranost potrošača; ponašanje potrošača
• Keywords (english): luxury brands; marketing communication; social media; Instagram; digital content; consumer engagement; consumer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:389125
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-10-24 19:29:37