Social Media Communication Styles and the DNA of Luxury Brands
Journal
European Marketing Association 46th Annual Conference
Type
conference paper
Date Issued
2017
Author(s)
Abstract
While social media are gaining increasing attention in academia and practice, few studies examine how to communicate in this channel. We report a study of more than 170’000 Twitter posts by 192 fashion brands that identifies and describes different social media communication styles. A cluster analysis reveals three distinct social media communication styles: Sociable Emotionalists, Sociable Exaggerators, and Reserved Impersonalists. In addition, we find that the usage of these styles differs between luxury, premium and casual brands and that some premium and casual brands imitate the communication style of luxury brands in social media. Our study extends literature on social media marketing and brand management. From a practical perspective, it advices managers to rethink whether their brand’s social media communication style suits the image they intent to convey.
Language
English
HSG Classification
contribution to scientific community
Publisher
European Marketing Association 46th Annual Conference
Publisher place
Groningen
Event Title
46th European Marketing Association EMAC Annual Conference
Event Location
Groningen, the Netherlands
Event Date
23-26.05.2017
Subject(s)
Eprints ID
254826