Brands today have become experience centric where they focus on providing positive memorable journeys with their consumers to allow them to feel anything positive toward the brand, resulting in an emotional engagement. Consumers are also looking for the intangible value they find in brands and not just the tangible product. Their purchasing decision and choice are based on relating to the brand values and personality rather than just needing or wanting the product. With that said, brands need to add value to consumers through perception and brand image. With the focus on Instagram as the visual ...

Many studies have been conducted on social media’s role and especially the role of Instagram in increasing sales and in yielding positive results for luxury brands, but none of these studies was conducted on Lebanese women. Using the framing theory and the perception theory, this paper explores how important is the presence of luxury brands on Instagram for Lebanese females aged between 15 and 35. A survey was distributed to a sample of 335 females aged between 15 and 35 using different variables to measure how these females perceive data and different content from luxury brands on Instagram. An ...