Özet:

As being an essential activity for all humanity; consumption has started with the existed of primitive and also it has been continuing in this day and time. By the globalization not only way of consumption but also consumption culture has changed dramatically. Both developments and changes in consumption also reflect on individuals’ consumption patterns too and cause to proliferation of luxury consumption recently. Moreover, this changing consumption culture has revealed the special requirements with regards to innovative way of marketing strategies for luxury goods. A question of “how luxury consumption goods are marketed to consumers” constitute the aim of this study. By this direction, this study examines; how Vakko, as a well known luxury brand in Turkey, formulate marketing strategies for the luxury consumption goods within the social media platforms. In this study, totally 1167 Instagram posts were analyzed with qualitative content analysis then finally 7 different categories were created according to their content. 

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