Angèle performs in concert on Instagram Liv e

[Shishirgano9]

For example, in early April, the luxury house Chanel teamed up with the singer Angèle to organize a concert broadcast live on the social network.

This type of virtual event allows the brand to benefit from the proximity between its ambassadors and its commercial targets. Instagram Live thus becomes a lever to generate strong engagement, much more effective than simple photos , and to ultimately increase the perceived value of its products.




Two main forms of value are in fact recognized by practitioners estonia cell phone number list and researchers in marketing. utilitarian value and experiential value.

The first, utilitarian value, could take the form of a rational transaction between quality and price, price savings, service excellence, time savings; the second, experiential value, encompasses precisely emotional benefits such as pleasure, beauty, justice, ethics, status, self-esteem, etc., which can be provided by a broadcast on Instagram Live.

This point is all the more important because, when there is a process of exchange of value between the brand and the consumer through experiential advantages, a relationship is established. This relationship will create satisfaction and then a commitment which will in turn have an impact on brand loyalty.