From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity

Abstract: The purpose of this thesis is to add to existing research and create a deeper understanding regarding the influence of online narratives on luxury brand attitudes. The research aims to explore how luxury brands are portrayed by social media users, in order to gain a cohesive understanding of its effect on the attitudes that are formed towards the brand. This is conducted by analyzing expressions and behaviors in user-generated content on TikTok and Instagram, in regards to the luxury fashion brand of Hermès. The social media content is analyzed and explained using a combined theoretical framework of brand awareness, commodity theory and self-brand associations. The primary joint component of the three theoretical perspectives are established as the interdependence between exposure to information and brand attitude alterations. The research is established in the paradigm of social constructivism and adopts a qualitative, abductive approach. The aim of the research is fulfilled through a sentiment- and content analysis of 10 social media posts, along with 50 corresponding comments collected from the social media platforms of TikTok and Instagram. The findings display various potential implications on the brand attitudes towards Hermès, in relation to the visibility of the brand, amount of unveiled information and lack of control of the various associations in the user-generated content. To summarize, it is concluded that the accessibility of the user-generated content and the online portrayals of Hermès enables users' perceptions that compromise the existing image of the brand. These findings propose that the attitudes of luxury brands can be affected by the online narratives, confirming the relevance for the studied field. It is therefore suggested that brands should monitor and manage the risks and opportunities that social media exposure poses, in order to maintain the congruence of the brand.