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Extending the luxury experience to social media – User-Generated Content co-creation in a branded event

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  • Koivisto, Elina
  • Mattila, Pekka

Abstract

The objective of this study is to provide new insights into social media marketing of luxury fashion. Consequently, this conceptual article addresses the User-Generated Content (UCG) within experiential marketing events. To demonstrate how a branded exhibition can facilitate the co-creation of visual content and its dissemination on social media, the article presents an illustrative visual frame analysis of the UCG. Theoretically, the study presents a new perspective on the dynamics of company-consumer co-creation, and demonstrates the application of a novel methodology for visual analysis of luxury that enables an understanding of the meanings in consumer-generated images. In managerial terms, this study provides new insights into UCG in social media marketing. To this end, experiential marketing event provide brands a platform for co-creating content with customers, and in so doing, engaging them to disseminate the brand value proposition.

Suggested Citation

  • Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    • Handle: RePEc:eee:jbrese:v:117:y:2020:i:c:p:570-578
    DOI: 10.1016/j.jbusres.2018.10.030
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    2. Sarasvuo, Sonja & Rindell, Anne & Kovalchuk, Marina, 2022. "Toward a conceptual understanding of co-creation in branding," Journal of Business Research, Elsevier, vol. 139(C), pages 543-563.
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    5. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    6. Kemper, Joya A. & Bai, Xue & Zhao, Fang & Chiew, Tung Moi & Septianto, Felix & Seo, Yuri, 2022. "Sharing luxury possessions in the age of digital experience economy: Consumption type and psychological entitlement," Journal of Business Research, Elsevier, vol. 142(C), pages 875-885.

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