Online Journal of Communication and Media Technologies, vol.9, no.1, pp.1-16, 2019 (Refereed Journals of Other Institutions)
Purpose: The main purpose of this study is to determine the luxury brands’ practices of
using social media environments at the corporate level.
Methodology: In this study, corporate official social media accounts of the luxury brands
have included based on the list which were examined according to the luxury brand
research report by Luxurysociety.com called as “Best Global Luxury Brands”.
Significantly, this report was realized worldwide and included all product groups of 2014
luxury brands with social media applications, so in this study Turkey was selected. All of
the specified brands are car brands and are listed as Mercedes-Benz, BMW, Audi,
Porsche, and Land Rover. In all of these specified luxury brands, content analysis was
conducted for shared corporate social media accounts. A study covering one (1) year of
content sharing in the social media environments, from 01.02.2016 to 01.02.2017.
Results: As a result of the content analysis, social media usage practices of these luxury
car brands, it is seen that they share their corporate identity in their official Facebook
accounts, but mission and vision sections are more limited in terms of their content. In
addition to these, it has been seen that brands use social media more intensively in new
products / series promotions, creating interest in product categories, introducing new
technologies of their products and introducing accessories / promotions related to the
brand in comparison to other headings in the category chart. Their Instagram shares
during the chosen period of time, we see shares of contents about the corporate
achievements / news, special day / national holiday celebrations, the technical
infrastructure of the products, the brand’s corporate-level activities, the events they
organize in the Instagram account for customers and followers in each brand.
Conclusion: In social media usage practices of these brands, it was observed that there
are activities (such as drawing, contest) organized in social media environments to create
new ways of reaching consumers and followers, as well as marketing-oriented shares
about activities (such as corporate social responsibility, other institutional activities) that
are realized at the brand’s corporate-level.
Keywords: luxury brands, social media, luxury car brands, luxury brand communication