The Impact of Using Instagram Influencers on Luxury Brands’ Image

The following study is devoted to the study of the influence of Instagram bloggers on the image of luxury brands. The research problem is that the scientific literature does not describe how Instagram influencers impact on the image of luxury brands. In the theoretical part of the study, the problem of adaptation of luxury brands to new communicative realities was considered. In recent decades, and especially in recent years, there has been a democratization of luxury. The transition of luxury brands to digital took place to capture a new audience – Generation Z, which has become more solvent. The first chapter showed that those brands that create smart digital strategies are winning. In the research part of the thesis, four empirical studies were carried out – case-study, SWOT analysis, expert interviews, and Instagram audience survey. The results of these studies showed that the studied brands – Gucci, Tom Ford Beauty, and Cartier – now have smart digital strategies that consider the changes that are taking place. However, the strategy for working with influencers of each of these brands is imperfect and can be improved. In conclusion, it was shown that the effectiveness of advertising luxury brands with influencers cannot be evaluated without more precise information. However, it is possible to evaluate the proposed marketing strategy with the participation of influencers and suggest ways to improve it, which was done in this paper.