Influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion brand Manolo Blahnik.
Identifiers
Permanent link (URI): http://hdl.handle.net/10017/46647DOI: 10.3390/publications9010010
ISSN: 2304-6775
Date
2021-03-01Bibliographic citation
Publications, 2021, v. 9, n.1
Keywords
Communication
Fashion marketing
Social media
Fashion brands
Content analysis
Customer relationship management
Facebook
Branded Content
Engagement
Social networks
Document type
info:eu-repo/semantics/article
Version
info:eu-repo/semantics/publishedVersion
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Access rights
info:eu-repo/semantics/openAccess
Abstract
Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.
Files in this item
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influence_nunez_PUBLICATIONS_2 ... | 360.7Kb |
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