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Quand L'Experientiel En Luxe Se Construit Sur Instagram : Synergie Ou Bataille Entre Marques Et Directeurs Artistiques ?

Author

Listed:
  • Maria Mercanti-Guerin

    (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 est devenu le réseau social privilégié des marques de luxe qui y développent leur évènementiel de façon active. Parmi les multiples stratégies de présence sur ce réseau, figure la mise en avant des contenus et des comptes des directeurs artistiques (DA). Or, certains développent des stratégies propres qui rendent floue l'expression des positionnements des marques de luxe pour lesquels ils travaillent. Une méthodologie innovante, par mobilisation de l'intelligence artificielle et par analyse des contenus et objets postés sur Instagram (textes et « captions ») a permis d'étudier l'expérientiel construit sur Instagram par les DA. Les résultats proposent une typologie de la collaboration entre DA et marques. Ils soulignent la difficulté de gérer de multiples émetteurs sur les réseaux sociaux. Les conclusions de cette recherche ouvrent la voie à une réflexion plus globale sur la difficile gestion des influenceurs dans le secteur du luxe.

Suggested Citation

  • Maria Mercanti-Guerin & Christel de Lassus & Christophe Bezes, 2021. "Quand L'Experientiel En Luxe Se Construit Sur Instagram : Synergie Ou Bataille Entre Marques Et Directeurs Artistiques ?," Post-Print hal-04072273, HAL.
    • Handle: RePEc:hal:journl:hal-04072273
    Note: View the original document on HAL open archive server: https://hal.science/hal-04072273
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    References listed on IDEAS

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