Value Co-Creation in Luxury Brand Social Media Marketing: A Netnographic Study of the Louis Vuitton and Yayoi Kusama Collection

Abstract

-- This paper explores the impact of social media marketing on consumer engagement and response through a case study of luxury brands Louis Vuitton and Yayoi Kusama collaboration. The researcher applied netnography to analyse 72 Instagram posts by the brands and customers, including conversations and interactions related to the collaboration. The results showed that most consumer-generated Instagram posts about the Louis Vuitton x Yayoi Kusama collaboration showed a particular interest in designer-heavy, product-light content. Brand-generated posts mostly featured product launch, brand ambassador, and a call for interaction, whereas user-generated posts mainly covered immersive design inspiration and artist themes. The study revealed that Louis Vuitton’s use of social media for value co-creation for its collaboration with Yayoi Kusama has resulted in active consumer engagement and deeper brand loyalty. However, this finding highlights the necessity of expanding design-related content to maximize consumer engagement in the online community.