Abstract

QUEIROZ, Ana Rita. Luxury in the like era: Communicating luxury on YouTube. OBS* [online]. 2020, vol.14, n.2, pp.01-15. ISSN 1646-5954.  https://doi.org/10.15847/obsOBS14220201528.

This article have as the main goal understanding how the words "luxury" - in Portuguese and English - have been manifested at the platform YouTube, with the purpose of contributing to a domain of knowledge that isn't yet understood in Portugal as it has the goal of exploring contemporary and innovative methodological tools to his realization. Through an analysis of data that it was extracted through the YouTube Data Tools and it was complemented with a semi-structured interview to a luxury specialist. Through this study, we identified six communities on Youtube that allowed to understand how users are categorizing the word luxury on this platform. Associated with the term "luxury" have been identified the following communities: Luxury Cars, Luxury Shopping, Luxury Real Estate, Luxury Lifestyle, Sustainable Luxury and Luxury Monetization. To identify these communities and analysis, we used platform Gephi. This platform identified user communities based on their degree of interaction. With a more representative is a community about "sustainable luxury", where YouTube' users associate videos with content related to recycling and DIY.

Keywords : Luxury; Luxury Brands; Youtube; Mixed-Methods.

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