A research on luxury brands' social media contents

Today, it is thought that social media has become an important communication tool. Brands use this communication tool for commercial purposes, as part of their marketing activities. This study examines the social media content used by luxury brands to determine the online experience and effective content production methods required to create interaction. Luxury brands were chosen as the subject of this study due to their leading role and the assumption that they are followed and imitated by other sectors. The study is a content evaluation conducted to examine the design elements used by luxury brands in their social media posts and the effects of these elements on social media interaction. It is aimed to determine which types of content provide interaction. By identifying the elements that affect the amount of interaction, ways to ensure higher interaction and a positive online experience were sought. In the study, the social media contents published by Louis Vuitton, Dior and Gucci brands on Facebook and Instagram social media networks between March 1, 2024 and March 14, 2024 were visually examined. Following the content analysis, the amount of interaction was determined and it was investigated whether there was a meaningful connection between the visual and the interaction. The findings of the research concluded that the social media content of luxury brands should be innovative and creative. It has been revealed that the posts should have the following characteristics: reflect the luxury experience, promise prestige, and emphasize the feeling of high quality and uniqueness. According to the research, the contents that receive the most interaction are; These are project contents carried out jointly with famous people.