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Marketing collaborations between luxury brands and hip-hop artists: An analysis of community feedback on Instagram
Journal of Digital & Social Media Marketing,
9
(1),
53-67
(2021)
Abstract
Luxury fashion and hip-hop music have become intertwined, but their relationship remains conflict-ridden. This study examines the collaboration between luxury brands and rappers based on three marketing collaborations from 2019: Gucci, Fendi and Chanel. Critical user and community feedback are examined using quantitative and qualitative in-depth analyses of Instagram posts. The evaluation takes the form of an engagement and sentiment analysis, the results of which mirror previous research on hip-hop marketing and social media monitoring. This study provides insights into the opportunities and risks of lifestyle marketing in collaboration with artists.
Keywords: Marketing; social media; Instagram; likes; user engagement; luxury brands; hip-hop; community
The full article is available to subscribers to the journal.
Author's Biography
Jonas Polfuß is Professor of Brand Management and Marketing at EBC Hochschule (University of Applied Sciences), Düsseldorf and International School of Management, Cologne. His research interests include digital branding, international marketing and hip-hop culture. He is a partner in the communication agency Regenreich KG, Münster, and has worked as a marketing expert for numerous international companies.
