| Abstract |
Introduction: The podcasting industry in Spain has grown notably. This study investigates the use of video pódcasts as a communication tool in the fashion sector, highlighting its potential to connect with young audiences. Methodology: A mixed approach was used with content analysis of 9 fashion pódcasts, surveys of 103 individuals, and interviews with 5 industry experts. The analyzed variables included the periodicity, duration, and themes of the episodes. Results: Surveys revealed that Spotify and YouTube are the most used platforms, and that pódcasts are consumed mainly for entertainment and learning. Experts highlighted the versatility and ability of video pódcasts to attract and maintain a loyal audience. Discussion: Video pódcasts offer a more elaborate and detailed narrative, allowing for a stronger emotional connection with the audience. This suggests that they can complement other marketing strategies in the fashion sector. Conclusions: Video pódcasts are a powerful tool in modern communication, especially in fashion, helping to retain and attract customers through authentic and quality content. © 2025, HISIN (History of Information Systems). All rights reserved. |
