Masstige strategies on social media: The influence on sentiments and attitude toward the brand

This paper explores whether mass prestige (masstige) campaigns, providing luxury and exclusivity for the masses, influence sentiments and attitude toward the brand among fashion customers and followers on social media, namely Facebook and Instagram. Two brands are selected within the fashion sector: a luxury fashion brand—Gucci—and a mass‐market fashion brand—H&M. This research grounds its methodology on a netnography, collecting a total of...