Al-Najjar

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Al-Najjar

Luxury in Instagram's Eyes Burberry, Louis Vuitton & GucciStudent Name: Nour Al-NaJJarStudent Number: 384584Supervisor:Jason PridmoreSecond reader: Er

Al-Najjar rỉcka Menchen-TrevinoMedia & BusinessErasmus School of History, Culture and Communication Erasmus University RotterdamMaster ThesisHand in date: June

20ứ'Table of ContentsAbstract....................................................................................31.Introduction...................... Al-Najjar

......................................................41.1Brands Background....................................................................71.2Soc

Al-Najjar

ial Media Background...............................................................102.Theoretical framework..........................................

Luxury in Instagram's Eyes Burberry, Louis Vuitton & GucciStudent Name: Nour Al-NaJJarStudent Number: 384584Supervisor:Jason PridmoreSecond reader: Er

Al-Najjar FashionBrands............................142.3The Luxury World."....................................................................162.3.1Luxury Mar

ket.....................................................................162.3.2Target Segment......................................................... Al-Najjar

...........182.4Marketingas a Performance.............................................................192.4.1Marketing as a Performance on social medi

Al-Najjar

a........................................202.5Luxury Communication on Social Media..................................................222.5.1Visual comm

Luxury in Instagram's Eyes Burberry, Louis Vuitton & GucciStudent Name: Nour Al-NaJJarStudent Number: 384584Supervisor:Jason PridmoreSecond reader: Er

Al-Najjar ..........243.Methods..............................................................................263.1Visual analysis...............................

......................................28F IOUUÍ jmuiyeo3.1.2Coding.................................................................................... Al-Najjar

.303.1.3Open Coding....................................................................„..........—313.1.4Axial coding.-..............................

Al-Najjar

......................-........................333.1.5Selective coding..~..........................„................. ........L................343.2

Luxury in Instagram's Eyes Burberry, Louis Vuitton & GucciStudent Name: Nour Al-NaJJarStudent Number: 384584Supervisor:Jason PridmoreSecond reader: Er

Al-Najjar .............................................354.Data Analysis & Results...........................................................................364

.1Qualitative Content analysis of Visual Posts.....................................................374.2Qualitative Content Analysis of Comments...... Al-Najjar

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Luxury in Instagram's Eyes Burberry, Louis Vuitton & GucciStudent Name: Nour Al-NaJJarStudent Number: 384584Supervisor:Jason PridmoreSecond reader: Er