Instagram: Digital Behavior in Luxury Fashion Brands

Social media has become an essential brand communication channel for fashion brands through interaction, engagement and personal communication. Instagram is one of the most important social media platforms for communication and marketing for the luxury fashion industry and is a key marketing tool for brand equity, brand loyalty and brand preference. This study examines how luxury fashion brands relate to their consumers on Instagram through seven quantitative variables (engagement, fans, interaction, number of likes, number of comments, number of publications and publications per day) and ten qualitative variables (account description, link analysis, quality of comments, stories, highlights, reels, photos in which they are tagged, feed, texts of publications and integration between Instagram and the webpage). Four luxury brands were selected as case studies: Louis Vuitton, Chanel, Hermes, and Gucci. The results show that luxury fashion brands tend to be somewhat unidirectional in their interaction.