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Luxury Brands’ Storytelling on Social Media
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Title: Luxury Brands’ Storytelling on Social Media

Date of Submission: 29th of May 2019

Authors: Klara Ekebring, Catarina Mellqvist

Supervisor: Leon Caesarius

Course: 2FE840, Master Thesis, 30 ECTS

Purpose: The purpose of this thesis is to explore how luxury brands are communicating through brand storytelling on social media. Hence, this study is conducted from the perspective of luxury brands with the aim to provide academic and managerial indications of how luxury brands perceive storytelling of luxury value on social media platforms.

Methodology: This thesis performs qualitative research and utilises an abductive research strategy in order to conduct exploratory research. Data is collected through the use of both primary and secondary data sources. The primary data collection is made by the implementation of semistructured interviews that are formed and analysed through a thematic method of analysis and the satisfying principle. The secondary data is collected through observation of social media accounts of the brands taking part in this study.

Empirical findings: The data collected present features on social media that the brands are recognising when communicating through storytelling on the platforms. By informing followers about the brand by telling stories, emotions, mental connections and meaning are established. Further, the interaction that is supported on social media platforms is considered by the luxury brands and influences the role followers to have in the communication process.

Conclusions: The present study has found indications that the luxury values’ brands communicate through storytelling remains unchanged and how luxury values are told through stories are adjusted to the context of social media platforms. This suggests that luxury brands communicate their luxury value through storytelling on social media platforms by recognising the features of the context and the interaction, which is argued to be fundamentally supported on the platforms. Hence, elevating the role followers have in the communication process.

Place, publisher, year, edition, pages
2019. , p. 51
Keywords [en]
Brand Storytelling, Luxury Brands, Social Media Platforms, Interaction, Luxury Value
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-387692OAI: oai:DiVA.org:uu-387692DiVA, id: diva2:1330243
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-25 Last updated: 2019-06-26Bibliographically approved

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