Content that creates engagement: Exploring luxury brands on Instagram

Abstract

First, this study seeks to investigate content posted online, more specifically on Instagram, by luxury brands and generate insight from an interpretive perspective on what kind of images create engagement. Second, this research aims to test the power of online influencers, such as bloggers. Through a survey, the performance -in terms of engagement- of user-generated content in comparison to brand-generated content is measured to further investigate the role of influencers in promoting luxury brands. The results of data analysis provide support for the hypothesized positive relationship between luxury brands and influencers. The implications of this study’s findings for the future research and practice are described.