Luxury marketing and advertising: A comparative analysis of luxury brands' traditionally published ads and their usage of social media

The strategies of luxury brands, which adhere to their traditions and habits, have remained the same for a long time, and luxury brands have not strayed from the path they have drawn in terms of marketing in order not to damage the brand image. Luxury brands, which frequently resort to traditional channels for the publication of their advertisements, have always avoided channels that allow consumers to use them by putting rarity at the forefront in their marketing strategies. The globalization process that took place over time, technological and changes in the level of consumer income have forced luxury brands to break out of the marketing patterns they adhere to. It was not uncommon for luxury brands to implement marketing strategies in digital media and become a brand open to consumers by applying innovations in their marketing efforts. Luxury brands, trying to keep up with innovations, apply the Influencer strategy, which has been frequently used by brands in recent years, and use Instagram influencer to reach their target audiences. The study was carried out in order to compare the traditional advertisement examples of luxury brands with social media advertisement examples, and luxury brand and social media advertisements were examined in detail. In the study, the approaches of luxury brands to social media and magazines, which are traditional advertising channels, were investigated. Although the topics related to luxury brands are investigated in detail in the literature, studies such as the comparison of traditional and digital advertisements of luxury brands are not frequently encountered. Although the findings of the research show that there are some differences between Instagram brand ads and luxury brand magazine ads, it is seen that the symbolic associations of luxury brands are the same in both traditional and social media.