Social Media Strategy and Exclusive Luxury Brand Image Perception: Case Study Hermes

Abstract

Social media has changed the way in which luxury brands interact with their customers, thus affecting how the brand and its value are perceived. The research looks at how Hermès, a brand famous for its exclusivity and heritage, uses social media marketing to preserve its high-end image while at the same time appealing to a wider audience. This research delves into strategies such as posting content, partnering with influencers, and storytelling branding to study the equilibrium of exclusivity and openness in the digital environment. We will analyze data collected from Hermès customers and luxury goods enthusiasts through a research method named Partial Least Squares Structural Equation Modeling (PLS-SEM). It will tell us the impact of such marketing strategies on individuals' perception of the brand. The findings are likely to be of immense value to luxury brands wishing to extend their online presence without diluting their distinctive profile.