Consumer perceptions of trust, emotional attachment and brand authenticity: a netnographic study of Hermes
Date Issued
April 2026
Author(s)
Sarmalli, Varvara
Advisor
Abstract
Today, luxury consumption is viewed as a social phenomenon driven by consumers
rather than as an exclusive domain of brand-oriented tactics. This study explores how
consumers view and feel emotionally connected with Hermès across various digital
platforms, stressing constructivist notions of trust, authenticity, emotional commitment,
and perception. The paper employs a qualitative interpretive analysis to examine
customers' online interactions with luxury brands. This study uses network analysis of
577 posts and comments from channels such as PurseForum, Reddit (r/handbags),
Instagram, and six semi-structured interviews with women who self-identified
themselves as Hermès customers. Data coding and analysis were performed in
ATLAS.ti using themes identified in the literature. The results reveal that online
communities of premium customers consistently promote brand trust and realness.
Moreover, this research identifies the “Hermès game”, an informal pattern that
consumers construct to organise their access to luxury brands. The results also reveal
that emotional involvement with Hermès is limited and scarce, reflecting the ultra-
luxury aura that pervades its brand image. The study thus advances our understanding of
luxury brand–consumer interactions as dynamic, interpretative processes that emerge
from collaborative consumer activity in online digital communities
rather than as an exclusive domain of brand-oriented tactics. This study explores how
consumers view and feel emotionally connected with Hermès across various digital
platforms, stressing constructivist notions of trust, authenticity, emotional commitment,
and perception. The paper employs a qualitative interpretive analysis to examine
customers' online interactions with luxury brands. This study uses network analysis of
577 posts and comments from channels such as PurseForum, Reddit (r/handbags),
Instagram, and six semi-structured interviews with women who self-identified
themselves as Hermès customers. Data coding and analysis were performed in
ATLAS.ti using themes identified in the literature. The results reveal that online
communities of premium customers consistently promote brand trust and realness.
Moreover, this research identifies the “Hermès game”, an informal pattern that
consumers construct to organise their access to luxury brands. The results also reveal
that emotional involvement with Hermès is limited and scarce, reflecting the ultra-
luxury aura that pervades its brand image. The study thus advances our understanding of
luxury brand–consumer interactions as dynamic, interpretative processes that emerge
from collaborative consumer activity in online digital communities
Affiliation
Cyprus University of Technology
File(s)![Thumbnail Image]()
Name
Varvara Sarmalli.msc.2026.abstract.pdf
Size
690.04 KB
Format
Adobe PDF
Checksum (MD5)
57456b086abec1cb11940577f8178d45