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Quand l'expérientiel en luxe se construit sur Instagram : Synergie ou bataille entre marques et directeurs artistiques ?

Author

Listed:
  • Maria Mercanti-Guérin

    (IAE Paris - Sorbonne Business School)

  • Christel de Lassus

    (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel)

  • Christophe Bezes

    (ISTEC - Institut supérieur des Sciences, Techniques et Economie Commerciales - ISTEC)

Abstract

Instagram has become the preferred social network for luxury brands that actively develop their events there. Among the many strategies of presence on this network is the highlighting of content and accounts by artistic directors (ADs). However, some develop their own strategies that blur the expression of the positioning of the luxury brands for which they work. An innovative methodology, by mobilising artificial intelligence and by analysing the contents and objects posted on Instagram (texts and "captions") has made it possible to study the experiential built on Instagram by the AD. The results propose a typology of the collaboration be-tween ADs and brands and underline the difficulty of managing multiple transmitters on social networks. The conclusions of this research pave the way for a more global reflection on the difficult management of influencers in the luxury sector.

Suggested Citation

  • Maria Mercanti-Guérin & Christel de Lassus & Christophe Bezes, 2021. "Quand l'expérientiel en luxe se construit sur Instagram : Synergie ou bataille entre marques et directeurs artistiques ?," Post-Print hal-03264508, HAL.
    • Handle: RePEc:hal:journl:hal-03264508
    DOI: 10.3917/mav.123.0141
    Note: View the original document on HAL open archive server: https://hal.science/hal-03264508
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    References listed on IDEAS

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    Keywords

    Instagram; experiential; artistic directors; AI; luxury; Réseaux sociaux; Influence; Directeurs Artistiques; E-Commerce; Luxe; Marque; Mode;
    All these keywords.

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