Social Media Sentiment Analysis: The Case of Digital Luxury Fashion Shows

Abstract

Luxury brands have often been hesitant to embrace social media to a full extent, however, the COVID-19 pandemic prompted many to adopt digital strategies. Designers and their teams reinvented fashion show presentations and, for the first time, virtually streamed their collection, in different themes. So far, there has been no analysis of people’s perception on these digital shows. This study aims to provide a general understanding of these virtual strategies, to perform sentiment analysis on the user-generated comments from social media channels and then suggest digital social media strategies for the different fashion show themes. This research fills an arising gap in the literature regarding digital marketing strategies and luxury brands