Luxury and Mass Media: How Can Brands Manage the Paradox Between Luxury Inaccessibility and Social Media Communication Tools?

摘要

The world of luxury is considered as an environment in which the secular is transformed to the point of becoming sacred. This has led researchers to consider the store as a "capital" of which the luxury brand inspires its values and that's where the consumer experiences an extraordinary consumption experience. This is contradictory to the principle of the democratization of social media. From where one expresses a fear of the profanation of the luxury store. This leads us to question the legitimacy of the luxury brand's communication via social media and to try to understand how they operate in the field of luxury consumption and communication and to ask the question: can social media convey the values of luxury? The objective of this paper is to propose new tracks for reflection in the study of the luxury consumption experience through social media that are still relevant because of the daily use of connected objects since the technology and the internet have made it possible to favor the transition from the dichotomous paradigm to the ubiquitous paradigm.