Interaction with luxury brands: The case of Gucci on Instagram

dc.contributor.author	González Quila, Daniel Felipe
dc.contributor.other	TecnoCampus. Escola Superior de Ciències Socials i de l’Empresa del (ESCSET)	ca
dc.date.accessioned	2022-09-23T12:32:12Z
dc.date.available	2022-09-23T12:32:12Z
dc.date.issued	2022-06
dc.identifier.uri	http://hdl.handle.net/20.500.12367/1924
dc.description	Treball de fi de grau - Curs 2021-2022	ca
dc.description.abstract	Currently, the profiles of fashion brands on Instagram are followed by a large community of young users. One of the most highlighted firms in the social network is Gucci, whose digital communication strategy exemplifies the efforts of some luxury brands to refocus on new consumer profiles. The main objective of this study is to know how Gucci communicates through its Instagram profile during the health crisis known as COVID-19. Through a quantitative content analysis on a sample of 36 posts, structured brand associations are recorded with high consumer attention and interest through interaction on the posts.	ca
dc.format.extent	45 p.	ca
dc.language.iso	eng	ca
dc.rights	Attribution-NonCommercial-ShareAlike 4.0 International	ca
dc.rights.uri	http://creativecommons.org/licenses/by-nc-sa/4.0/	*
dc.subject.other	Luxury brands, fashion brands, Gucci, Instagram, COVID-19	ca
dc.title	Interaction with luxury brands: The case of Gucci on Instagram	ca
dc.type	info:eu-repo/semantics/bachelorThesis	ca
dc.rights.accessLevel	info:eu-repo/semantics/openAccess
dc.embargo.terms	cap	ca
dc.contributor.tutor	Guevara Chacón, Alberto

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