Hommés Studio: the impact of social media marketing in costumer online engagement in the luxury interior design luxury industry

Cardoso, Alexandra Ferreira

http://hdl.handle.net/10400.26/51389

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Authors

Cardoso, Alexandra Ferreira

Advisor(s)

Dias, Joana Carmo

Abstract(s)

This document offers a thorough report derived from the curricular internship at the prestigious luxury interior design company, Hommés Studio. The 720-hour internship took place in the company's Marketing department, with an emphasis on Instagram client engagement, from September 4th, 2023, to February 22nd, 2024. This study aims to investigate how Instagram postings affect consumer engagement, offering insights into how various content kinds and posting schedules affect user interactions. The study looks at several engagement indicators including likes, comments, saves, reach, and engagement rate using a quantitative scientific approach. To ascertain their impact on consumer engagement, the research considers important post attributes including the kind of post (picture or video) and the time of the postings (weekday or weekend). Finding trends and tactics that help improve Instagram consumer interaction for luxury businesses is the main goal of this study. The study offers useful suggestions for maximizing social media strategies by integrating theoretical viewpoints from the literature on digital marketing. The objective of this thesis is to provide significant insights for companies seeking to enhance their online presence and establish more meaningful relationships with their audience by comprehending the mechanics of consumer engagement within the luxury interior design environment. This study emphasizes the value of visual content and thoughtful scheduling in social media marketing, emphasizing how these elements foster engagement and brand loyalty. The results give luxury firms a starting point for improving their Instagram strategy and, eventually, their digital marketing campaigns.