Comment les marques de luxe utilisent-elles la communication digitale, le marketing d'influence et les influenceurs virtuels sur les réseaux sociaux dans leurs stratégies marketing ?

Details

Supervisors

Masset, Julie

Faculty

Louvain School of Management

Degree label

Master [60] en sciences de gestion

Abstract

enThis TFE analyses the use of influencer marketing, virtual influencers and digital communication by luxury brands. The aim is to understand how different strategies are put in place by luxury brands, as these have become essential in attracting new generations, among others. The first part of this work consists of a literature review to define and understand the concepts of luxury, influencer marketing and digital communications and what surrounds them. This first part highlights the gaps in the literature that lead to the following research question: “How do luxury brands use digital communications, influencer marketing and virtual influencers on social networks in their marketing strategies?” Following on from this research question, a case study of the Coach, Prada and Versace brands was carried out in order to understand how these brands implement influencer marketing and the potential use of virtual influencers as well as digital communication. This work concludes with the conclusions that can be drawn from this case study, the limitations of this case study and the managerial recommendations that can be made.