Constructing the Feeling of Luxury on Social Media
(2025) BUSN39 20251Department of Business Administration
- Abstract
- Title: Constructing the Feeling of Luxury on Social Media: How Traditional Luxury brands, within the luxury goods sector, use Multimodal Communication to maintain Exclusivity on Instagram and TikTok
Date of Seminar: June 4, 2025
Course: BUSN39 - Degree Project in Global Marketing
Authors: Elvira Andersson and Hanna Nilsson
Supervisor: Ulf Johansson
Key words: Luxury Branding, Multimodal Communication, Social Media Marketing, Marketing Semiotics, Exclusivity Online, Storytelling, Brand identity
Purpose: The purpose of this study is to explore how Traditional luxury brands construct the feeling of luxury on Social Media through multimodal communication.
Theoretical perspectives: The study uses a combination of... (More) - Title: Constructing the Feeling of Luxury on Social Media: How Traditional Luxury brands, within the luxury goods sector, use Multimodal Communication to maintain Exclusivity on Instagram and TikTok
Date of Seminar: June 4, 2025
Course: BUSN39 - Degree Project in Global Marketing
Authors: Elvira Andersson and Hanna Nilsson
Supervisor: Ulf Johansson
Key words: Luxury Branding, Multimodal Communication, Social Media Marketing, Marketing Semiotics, Exclusivity Online, Storytelling, Brand identity
Purpose: The purpose of this study is to explore how Traditional luxury brands construct the feeling of luxury on Social Media through multimodal communication.
Theoretical perspectives: The study uses a combination of theoretical concepts within; Conspicuous and Status Consumption, Luxury Branding In the Digital Age, Luxury Storytelling, Marketing Semiotics, Bourdieu's theory of Social Distinction and The Corporate Brand Identity Matrix. Together these provide concepts that give an understanding of how the feeling of luxury is constructed from different perspectives.
Methodology and Empirical Data: The study is grounded in a relativist and social constructionist perspective and is conducted with a qualitative and abductive research approach. It uses document study as a data collection method and multimodal analysis to analyse visual and auditory elements within content from three selected Traditional luxury brands on Instagram and TikTok. In addition, so-called New luxury brands are added to the analysis as a reference point to highlight differences and similarities within the communication.
Conclusions: The study finds that Traditional luxury brands, within the luxury goods sector, construct the feeling of luxury through multimodal communication on Social Media by creating symbolic distance, focusing on cultural depth and using craftsmanship and heritage focused storytelling within their content. This communication contributes to reconstructing exclusivity on seemingly open platforms by making it appear intellectually demanding and selective. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9201913
- author
- Andersson, Elvira LU and Nilsson, Hanna LU
- supervisor
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Luxury Branding, Multimodal Communication, Social Media Marketing, Marketing Semiotics, Exclusivity Online, Storytelling, Brand identity
- language
- English
- id
- 9201913
- date added to LUP
- 2025-06-30 12:08:46
- date last changed
- 2025-06-30 12:08:46
@misc{9201913,
abstract = {{Title: Constructing the Feeling of Luxury on Social Media: How Traditional Luxury brands, within the luxury goods sector, use Multimodal Communication to maintain Exclusivity on Instagram and TikTok
Date of Seminar: June 4, 2025
Course: BUSN39 - Degree Project in Global Marketing
Authors: Elvira Andersson and Hanna Nilsson
Supervisor: Ulf Johansson
Key words: Luxury Branding, Multimodal Communication, Social Media Marketing, Marketing Semiotics, Exclusivity Online, Storytelling, Brand identity
Purpose: The purpose of this study is to explore how Traditional luxury brands construct the feeling of luxury on Social Media through multimodal communication.
Theoretical perspectives: The study uses a combination of theoretical concepts within; Conspicuous and Status Consumption, Luxury Branding In the Digital Age, Luxury Storytelling, Marketing Semiotics, Bourdieu's theory of Social Distinction and The Corporate Brand Identity Matrix. Together these provide concepts that give an understanding of how the feeling of luxury is constructed from different perspectives.
Methodology and Empirical Data: The study is grounded in a relativist and social constructionist perspective and is conducted with a qualitative and abductive research approach. It uses document study as a data collection method and multimodal analysis to analyse visual and auditory elements within content from three selected Traditional luxury brands on Instagram and TikTok. In addition, so-called New luxury brands are added to the analysis as a reference point to highlight differences and similarities within the communication.
Conclusions: The study finds that Traditional luxury brands, within the luxury goods sector, construct the feeling of luxury through multimodal communication on Social Media by creating symbolic distance, focusing on cultural depth and using craftsmanship and heritage focused storytelling within their content. This communication contributes to reconstructing exclusivity on seemingly open platforms by making it appear intellectually demanding and selective.}},
author = {{Andersson, Elvira and Nilsson, Hanna}},
language = {{eng}},
note = {{Student Paper}},
title = {{Constructing the Feeling of Luxury on Social Media}},
year = {{2025}},
}