dam a22 2 4500 551314117 CHVBK 20200911032848.0 cr ||||||||||| 181212s2018 xx |||||om--- 00 |eng-d (IDSSG)001028718 SzZuIDS HSG ger rda 330 10611994102 edok Rodrigues Almeida Sara Verfasser aut Luxury brands and influencers an explorative study on collaborations Sara Rodrigues Almeida St. Gallen 2018 1 Online-Ressource Text txt rdacontent/ger Computermedien c rdamedia/ger Online-Ressource cr rdacarrier/ger Master-Arbeit / Universität St. Gallen Masterarbeit Universität St. Gallen 2018 With the rise of social media marketing, influencer marketing has become an important alternative approach to address a younger luxury clientele and revitalize luxury brands. This paper examines the status quo and best practices of influencer marketing in the luxury market and hereby focuses on three main aspects of the collaboration: 1) Selection of influencers, 2) Features of collaborations, and 3) Success measurement. This research paper conducts two in-depth literature reviews, the first review focusing on luxury market and the second review on the topic of influencer marketing. It combines both theoretical views and applies the peculiarities of luxury marketing to the format of influencer marketing, resulting in a personalized influencer approach for luxury brands. To verify the theoretical findings, 15 in-depth expert interviews with luxury marketers, influencers and agencies were conducted to gain insights into the practical approaches of luxury influencer marketing. The findings from the expert interviews reveal that for the selection of influencers, luxury brands rely on a mix of qualitative and quantitative elements, but also personal relationships and the network in the industry can impact the decision with which influencer to collaborate. For the features of collaboration, the content and influencer personality are the decisive elements. Among these two, content is the most important feature with elements such as creativity and aesthetic value, story-telling and exclusive nature of the shared information. Luxury brands are also aware of the importance of authenticity of the influencer. For the success measurement three areas are perceived as important in the context of luxury: brand awareness, brand image and sales. Luxury; Luxury Brands; Marketing; Social Media Marketing; Influencer Marketing; Influencer Relations; Blog Hochschulschrift gnd-content Reinecke Sven 1967- (DE-588)114848998 Akademischer Betreuer dgs http://www1.unisg.ch/org/biblio/edoc.nsf/SysLkpByIdentifier/10611994102/$FILE/10611994102.pdf Volltext für Angehörige der Universität St. Gallen BK020353 XK020053 XK020000 IDSSG 100 1- Rodrigues Almeida Sara Verfasser aut IDSSG 490 0- Master-Arbeit / Universität St. Gallen IDSSG 700 1- Reinecke Sven 1967- (DE-588)114848998 Akademischer Betreuer dgs IDSSG 856 4- http://www1.unisg.ch/org/biblio/edoc.nsf/SysLkpByIdentifier/10611994102/$FILE/10611994102.pdf Volltext für Angehörige der Universität St. Gallen