A comunicação das marcas de luxo do Instagram

: o caso Dior

Abstract

With the arising of social media, there have been significant changes in the way people communicate with each other and, consequently, in the communication between brands and their consumers. In the luxury market these happened more slowly. Luxury brands didn’t want to communicate in a channel associated with mass communication. These brands believed that communication through social media would be putting into question the very definition of luxury, thus compromising its value as a brand. However, the opposite happened, digital media brought luxury brands closer to new customers and are considered, nowadays, very useful tools for their growth in the market. Given the importance that social media represents for luxury brands, this study aims to understandhow these brands communicate with their followers through Instagram. Instagram is the most used social platform globally and one of the main channels chosen by brands to communicate digitally. The reflection on this topic will be carried out through the content analysis of the Instagram publications of Dior, since it’s one of the luxury brands with the highest digital presence.The brand's Instagram will be analyzed in order to understand how it communicates with its consumers, through this type of platform, and also check which themes have the greatest interaction in order to understand what are the preferences of its followers.

Date of Award	6 Apr 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)