Extending the luxury experience to social media – User-Generated Content co-creation in a branded event

The objective of this study is to provide new insights into social media marketing of luxury fashion. Consequently, this conceptual article addresses the User-Generated Content (UCG) within experiential marketing events. To demonstrate how a branded exhibition can facilitate the co-creation of visual content and its dissemination on social media, the article presents an illustrative visual frame analysis of the UCG. Theoretically, the study presents a new perspective on the dynamics of company-consumer co-creation, and demonstrates the application of a novel methodology for visual analysis of luxury that enables an understanding of the meanings in consumer-generated images. In managerial terms, this study provides new insights into UCG in social media marketing. To this end, experiential marketing event provide brands a platform for co-creating content with customers, and in so doing, engaging them to disseminate the brand value proposition.