Aluno: MarÍa Del Pilar YÁÑez RodrÍguez
Resumo
Introduction: Luxury fashion brands rely on the generation of desire among their customers. This is achieved through brand image and audience engagement; both characteristics depend on the emotions felt by the audience toward the brand. Nowadays, luxury fashion businesses can communicate with and perceive consumer emotions in a fast and direct way through social media, where Instagram plays a central role. Understanding how audiences emotionally respond to a marketing campaign is therefore essential to evaluating the effectiveness of creative strategies.
Materials and methods: This study analyzes audience reactions to four luxury fashion campaigns: LOEWE x Howl’s Moving Castle, Louis Vuitton x Kusama, Prada FW23 - In Conversation With a Flower, and Miu Miu Holiday 2023. The data of the study is the comments associated with each Instagram post. SA and TM are applied to the unstructured data. VADER is used to assess emotional polarity, while LDA is employed to identify recurring topics. Individual and comparative analyses are performed to determine general emotions and thematic patterns linked to different marketing strategies.
Results: The results reveal a predominance of positive sentiment across the campaigns, with expressions of affection being the most recurrent. However, differences are observed in emotional intensity and thematic structure. Prada and Miu Miu show higher proportions of positive sentiment and more coherent affective topics, while LOEWE and Louis Vuitton generate more balanced sentiment distributions and more polarized audience reactions.
Conclusion: Overall, the study highlights the importance of emotions in luxury fashion marketing and shows how creative strategies influence audience reactions and shape public discourse. By adopting a campaign-centered and comparative approach, this study provides a deeper understanding of how creative choices affect emotional engagement on social media.
Trabalho final de Mestrado