Using employee‐generated content from digital platforms to understand the luxury culture

Abstract As perceived by company employees, luxury culture is best understood by collecting and analyzing anonymous genuine current or past employee‐generated comments (EGCs) about their experience of specific work culture, without fear of retaliation by using digital platforms. This paper focuses on luxury culture, including organizational culture, founder culture, and country‐of‐origin culture. It examines the employee‐perception of organizational culture in the case of L'Oréal , a luxury cosmetics company, by analyzing EGCs collected from a digital platform. This study demonstrates that sentiment analysis methodology is a valuable technique in understanding how employees' perceptions of luxury companies' cultures and significantly that changes happening in luxury brands' dynamic organizational cultures may well be known relatively early by analyzing the EGCs. This study adds a new factor to the luxury organizational culture called “digital culture,” in addition to the previously identified cultural determinants, including collective, emotional, historical, symbolic, dynamic, and diffuse dimensions.