Research thesis: Influence marketing and luxury

This research paper studies the notions of image and identity of luxury brands in the context of influencer marketing strategies.  
The objective of this research work was to answer the following central question: How do luxury brands use influencer marketing to spread their image on the web while maintaining their luxury identity?

​

To answer this question, the research work was divided into two parts. The first part established a theoretical framework by studying the luxury sector and its numerous specificities as well as the notions of image, brand identity and influence. The second part consisted of narrowing the field of study in order to test the hypotheses put forward. I chose to focus on a single luxury object: handbags. This resulted in a semiological analysis of 10 Instagram posts published by 4 different influencers for the handbag influencer marketing campaigns of the brands Dior, Prada and Valentino.