NEWS OF THE LUXURY SECTOR Analysis of the presence in social networks of the main luxury brands

Abstract

The luxury sector has undergone since the turn of the century a particularly relevant evolution in what has to do with the very concept that defines it, the management of customer experience and the generation of added value for its brands. This change is produced by the need to respond to new markets that also demand an update in the ways of relating to brands. In a new communicational context, this research work performs a quantitative review and analysis of the presence of the main luxury brands on social networks. The objective is to know how they propose their communication strategies to achieve a true and differentiating emotional connection at the individual level and the creation of a community with consumers and followers.