Original paper
Social media fostering happiness management: three luxury brands case study on Instagram
Abstract
Purpose This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content. Design/methodology/approach This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology...
Paper Details
Title
Social media fostering happiness management: three luxury brands case study on Instagram
Published Date
Aug 16, 2021
Journal
Volume
22
Issue
3
Pages
491 - 505
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Notes
History