La responsabilidad social corporativa en el sector del lujo a través de Instagram

Zusammenfassung

This study presents a review of the concept of luxury in order to vindicate it in the business and social fabric as an agent of improvement in these areas through corporate communication in digital channels, especially in social networks. The work has been divided into three stages, the first of which has been to identify the basic attributes that a product must possess in order to be considered a luxury product. Secondly, two companies were chosen that meet the established parameters in order to analyze the online messages published on their digital channels. To do so, a qualitative methodology was used in which the image and content analysis software NVIVO12 was used. Finally, through the cases structured on the basis of each of the companies analyzed, a comparison and general conclusions have been drawn that show social networks as optimal channels for showing the different facets of a single brand, including messages about a type of humanist luxury whose production makes the social, economic and environmental surroundings sustainable.