ESCP Europe

Langue

French

Publication year

15/06/2021

Instagram has become the preferred social network for luxury brands, which actively develop their events on it. Among the many presence strategies on this network is the highlighting of content and accounts by artistic directors (ADs). However, some develop their own strategies that blur the expression of the positioning of the luxury brands for which they work.An innovative methodology, which mobilizes artificial intelligence and analyzes the content and objects posted on Instagram (texts and captions), has made it possible to study the experiential built on Instagram by the AD. The results offer a typology of the collaboration between ADs and brands and underline the difficulty of managing multiple transmitters on social networks. The conclusions of this research pave the way for a more comprehensive reflection on the difficulty of managing influencers in the luxury sector.