The Role of Instagram in Commercialization for Luxury Brands Marketing

This report investigates the significant influence of Instagram on the marketing strategies of luxury brands. It begins by highlighting Instagram's importance in the current social media landscape and its ability to shape consumer perception and purchasing behaviors. The report examines how brands utilize Instagram to build brand awareness, engage potential customers, and drive sales through various strategies such as influencer marketing, interactive content, and exclusive offers. The study also explores the impact of Instagram on creating brand loyalty and building a strong customer base. The analysis includes examples of successful luxury brands like Gucci, Christian Dior, and Louis Vuitton, demonstrating their investment in Instagram marketing. Furthermore, the report discusses the rising trend of influencer marketing and the role of word-of-mouth in generating engagement. Overall, the report concludes that Instagram is becoming a crucial platform for brand marketing, especially for luxury brands aiming to reach a younger, global audience and drive commercialization.

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1INSTAGRAM
Instagram is one of the most important social networks in the online community right
now. The product is a lot of commercialized in these age of social media. One of the most
important features of Instagram is its user base, and it is being said while its parent company
Facebook the user base it's diverse the youngsters are attracted to this social media tool
(Terttunen 2017). Instagram is a popular website for driving consumer preference, which is used
by luxury brands.
There is an ample amount of proof which states that Instagram changes consumer
perception and has drives shopping behavior in the users, as proved by research. The process is
the user first initially discover the brand and then drives the people to purchase. It has reported
by the user that they once a weel visit the site. Firstly simply being the presence of the brand in
Instagram change the perception of the users. Therefore creating an account in the site is
beneficial for the marketers as it creates a win-win situation for the brand. The content put out
the brand helps the potential users to go through the buyer journey (Djafarova and Rushworth
2017). For example, the consumers are using the site in order to trace what is trending in the
community, which influences them to buy the product. Therefore the marketers are doing the
discovery stage and in the consideration stage, finally driving the consumer in the decision stage
by offering exclusive discounts and unlimited time offers in the process (Marwick 2015). Last
but not least is the factor is theta the brand content has driven the action of the consumer through
the enticing pictures and my playing with the consumer technology. The marketers are exploring
this. Therefore it can be said the social media, especially Instagram, is becoming much more than
just creating brand awareness. Another impact is that they have been able to make a loyal
customer base by building a community of their consumers

2INSTAGRAM
It is observed that only the small scale brands are profiting by creating Instagram stores,
but luxury brands are using the site to gain customers and widen their customer base. Big brands
like Gucci, Christian Dior, and Louis Vuitton are emerging as prominent players in the game of
driving consumers through their social network. They are hiking their social media budget and
putting a lot of stake in the Instagram handles. The Instagram bloggers and the influencers and
the rise of influencing the market is one such trend. It is reported that the fees per post
commanded these is 20000 euros per post. Kering, the owner of Gucci, said half of their budget
wad spend on digital advertising, which is nearly 20% that if three tears before. The brands are
providing entertainment by posting several interactive contents and thereby generating a lot of
engagement. Another factor that is benefiting the marketers is the word of mouth and sharing
option, which is helping them in generating more engagement and drive more traffic in their
accounts (Nixon, Popova and Önder 2017). Research has claimed that there is 60% more
possibility of the people to click an advertisement and also purchase it than the rest of the social
media. Therefore most of the luxury brand is coming together and investing in the company,
especially to cater to the youth o the third world countries and broaden its base and profit.
therefore it can be said that Instagram is the future for the brand marketing

3INSTAGRAM
References
Djafarova, E. and Rushworth, C., 2017. Exploring the credibility of online celebrities' Instagram
profiles in influencing the purchase decisions of young female users. Computers in Human
Behavior, 68, pp.1-7.
Marwick, A.E., 2015. Instafame: Luxury selfies in the attention economy. Public culture, 27(1
(75)), pp.137-160.
Nixon, L., Popova, A. and Önder, I., 2017, January. How instagram influences Visual
Destination Image: a case study of jordan and costa rica. In ENTER2017 eTourism conference,
Rome, Italy.
Terttunen, A., 2017. The influence of Instagram on consumers' travel planning and destination
choice.