Social media reflections of using art in luxury marketing

When today's consumption culture, consumer purchasing behavior and need dynamics are evaluated; the functionality offered by the product or service appears to be replaced by emotional benefit and innovative experiences. Brand value, which aims to create emotional experience by satisfying consumers beyond their expectations, is defined as a strategic process. Brands that build their identity elements on these values have a long history and have a story that will reach and communicate with users; has the power to change consumer attitudes and behaviors. Serving as a symbolic resource in the structuring of consumers' self and cultural classifications, luxury brands meet the social needs of consumers and offer a way of life in which social relations run in parallel with consumption relations. Popular culture, which reflects individuals' criteria of taste and aesthetics; it can be said that it has universal values because creating a sense of belonging to a certain community. The autonomy and regulatory power of art is due to its cultural common language and its universality. From this point of view; the positive effect of the concepts of art and luxury, which interact during the historical process, to the changing and developing marketing management strategies of the brands and to create inspiration in creative industries, were analyzed with case studies selected in line with the campaign and communication activities realized by the world-famous luxury fashion brands. Luxury brand positioning and online marketing strategies of Gucci, Burberry and Oscar de la Renta, "A That Feeling When Gucci, Chime for Change, OscarPRGirl, Art Of the Trench, Burberry Acoustic, Gucci - The Fringe and Gucci & Wannaby Partnership AR Application" were analyzed using descriptive and explanatory case analysis, which is a qualitative method in the context of social media campaigns and activities. The factors that make up the brand value are presented with content analysis based on descriptive, explanatory and cause-effect relation, based on seven privileges, luxury brand features and five values used in social networks; the relationship between brand and consumer in social media has been tried to be explained with its cognitive and emotional dimensions. When the brands that are the subject of the research are examined within the framework of social media and luxury brand communication; it can be stated that they meet all the factors that make up the brand value and they have the basic privileges that the consumer would like to see in real and long-term luxury. Using the social mission of art and luxury brands, which centre the concept of "creating value"; it seems that they continue to direct consumers to hedonic consumption and to become role models for all brands by creating new inspiration areas. It has been determined that luxury brands, which prioritize the "customizability" perception with the designs and services they offer, enable consumers the opportunity to express themselves as they wish and interact with the brand interactively by adopting the principle of transparency and producing "user-oriented content" through their online communication channels. Since the use of art provides emotional benefit in the relationship established with the consumer and leads to experiential consumption; it can be said that it meets the "self-realization" requirement, which is the highest step in the hierarchy of needs in ideal self-formation. Luxury brands, which are clearly observed that they create a new brand space online without sacrificing their unique cultural heritage, aim to always be up to date and gain new customers with artist collaborations by showing inspiration within the scope of integrated marketing strategies. Luxury brands, which adapt rapidly to the changing and developing social media usage habits with the new generation technology, update their brand values in line with innovative approaches by protecting their cultural heritage and establish a two-way communication by meeting the expectations of the young target audience defined as a digital generation. This study aims to provide information about brand promotion behaviors and use of arts that luxury brands adopt within the scope of positioning and online marketing strategies. Keywords: luxury brand, art, brand identity, consumer culture, online marketing strategies, social media marketing, consumer buying behavior, luxury brand positioning strategies, hedonism and experiential consumption, value marketing, luxury brand - art collaboration