Social media applications within the scope of new approaches in marketing communication: A research on luxury brands

Luxury brands can communicate with their consumers through social media platforms such as Twitter and Facebook, as well as communicate with people who are not currently consumers but have potential consumer potential in the future and turn their brands into objects of desire. The aim of this thesis is how luxury brands use social media as a marketing communication tool and how well they use it. In addition to determining which criteria brands use the most in their posts, it has also been tried to reveal which of these content creates more customer engagement. In this context, the Facebook pages of 33 luxury brands belonging to LVHM Group and the Twitter pages of 5 luxury brands until January 2020 December 2020 were analyzed for content has been subjected. The shares of the group selected as the research sample on their social media accounts were analyzed by content analysis method. According to the research findings, it was determined that luxury brands mostly use Facebook and Twitter pages to showcase their products. According to the data obtained from the Facebook pages of the brands, it has been determined that the exhibition of the products and the catalog shooting criteria from the information content criterion, the posts containing a single image in the message items criterion, the posts containing aesthetics, quality and superiority-perfection in the attractiveness criterion have a higher consumer loyalty rate. It has been determined that the use of images on the pages increases the interaction of the content.