Celebrity’s Marketing Public Relations Planning of Luxury Brandname on Instagram

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Purada Prasertsri
Wanawan Doherty


The objective of this research was to study celebrities marketing public relations planning of luxury brand name on Instagram.

            The research found that marketing public relations of luxury brand name on celebrities Instagram and magazine on Instagram policy would be determined by headquarter in France. Then the policy could be adapted to the context of Thailand by luxury brand name companies through Thai celebrities who are Friend of the Brand on Instagram. Moreover, the luxury brand name companies have the criteria for selection of celebrity endorsement based on personality and brand image creation. Friend of the Brand have a commitment with the company to post their pictures on Instagram. Later on, the brand receiver prospects could get brand awareness and create a positive image. These were all purposes in marketing public relations of luxury brand name.


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Prasertsri, P., & Doherty, W. (2019). Celebrity’s Marketing Public Relations Planning of Luxury Brandname on Instagram. WMS Journal of Management, 8(3), 37-49. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/206454
Research Articles-Academic Articles
Author Biographies

Purada Prasertsri

Naresuan University 99 Moo 9, Thapo District, Maung Phitsanulok 65000 Thailand

Wanawan Doherty

Naresuan University 99 Moo 9, Thapo District, Maung Phitsanulok 65000 Thailand


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