Ayda Sabuncuoglu InancEbru GokalilerEzgi SaatcıoğluGökaliler, EbruSabuncuoğlu İnanç, AydaSaatcıoğlu, Ezgi2025-10-062025253644212536-442110.31811/ojomus.16494092-s2.0-105005117376https://www.scopus.com/inward/record.uri?eid=2-s2.0-105005117376&doi=10.31811%2Fojomus.1649409&partnerID=40&md5=3854225a7992e20c9585254e0b12432ehttps://gcris.yasar.edu.tr/handle/123456789/8019https://doi.org/10.31811/ojomus.1649409Luxury consumption functions as a means for individuals to project their status or ideal self. Consumers engage in conspicuous consumption by displaying luxury brands utilizing price tags and logos as symbols of social identity. Music a powerful determinant of emotions and consumer behavior plays a pivotal role in brand communication particularly for luxury brands seeking to establish exclusivity and a high-end identity. Given the critical role of music in luxury branding this study aims to analyze the types of music associated with the hashtags #luxurybrand and #luxurybrands on social media. Employing qualitative content analysis the research examines Instagram posts tagged with #luxurybrand and #luxurybrands categorizing music presence genre and lyrical content. The findings reveal that while 884 out of 2000 analyzed posts feature music the majority of luxury brand-related content does not incorporate musical elements. Jazz emerges as the most frequently associated genre followed by pop reinforcing the contemporary perception of jazz as a symbol of sophistication and high culture. Moreover instrumental music is favored over vocal music in luxury brand posts aligning with the industry’s emphasis on timelessness and exclusivity. These findings suggest a departure from traditional perspectives in music branding indicating that genre selection exerts a greater influence on luxury brand identity than lyrical content. Future research should further investigate consumer perceptions to enhance the understanding of music’s role in luxury brand communication. © 2025 Elsevier B.V. All rights reserved.Englishinfo:eu-repo/semantics/openAccessConsumer, Hashtags, Luxury Brands, MusicMUSICHashtagsLuxury BrandsConsumerArticle