Customer engagement on Instagram for luxury fashion brands: An empirical comparative analysis

Customer engagement on Instagram for luxury fashion brands: An empirical comparative analysis

AbstractThis study explores the engagement generated by the posts that luxury brands publish on Instagram, based on the different types of content, communication strategies and other aspects of those posts. Its main intention is to clarify which items lead to a greater engagement of luxury fashion b...

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Bibliographic Details
Main Authors: María Bonilla-Quijada, Josep Lluís Del Olmo, David Andreu, Joan Ripoll
Format: Article
Language:English
Published: Taylor & Francis Group 2023-12-01
Series:Cogent Social Sciences
Subjects:
social media
engagement
interactions
customer experience
fashion
Dior
Online Access:https://www.tandfonline.com/doi/10.1080/23311886.2023.2235169

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