SIGNATURE WORK
CONFERENCE & EXHIBITION 2023

This study focuses on luxury commercial arts activities in the Shanghai area, using the 2022 Prada Rongzhai, 2022 Gucci in Jiali, 2022 Van Cleef & Arpels Annual exhibition as the main cases. Through the questionnaires and focus group interviews to conduct how social media, as an important marketing tool, influences individuals to transform their identities between social media users, exhibition visitors, and luxury consumers through participate the diverse commercial arts activities. The participator’s personal experience and statements in the questionnaires and focus group interviews are the important experimental clues for this research.

Besides, this project is based on qualitative research. The research topic was determined by analyzing the previous literature related to the digital marketing campaign like the commercial arts events and the role of social media in the luxury industry. Questionnaires were collected in field research and a focus group was formed as the main source of data for the study. The researchers and the respondents joined the focus group for an open discussion.