Título La investigación en moda: Nuevos formatos de comunicación y consumo
Autores CRISTÓFOL RODRÍGUEZ, FRANCISCO JAVIER, Segarra-Saavedra J. , Cristófol-Rodríguez C.
Publicación externa Si
Medio Prisma Soc.
Alcance Article
Naturaleza Científica
Cuartil SJR 3
Impacto SJR 0.21500
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-85068695745&partnerID=40&md5=303a3f65f1f6f251d11e4de0c25f15bc
Fecha de publicacion 01/01/2019
Scopus Id 2-s2.0-85068695745
Abstract From the organizational point of view, the relevance acquired by digital marketing is undeniable. The main objective of this research is to analyze the corporate strategies carried out on Facebook during the months of July and August 2018 by two Spanish fashion brands. Through the case study of Zara and Mango and the analysis of content and quantitative analysis, on the one hand, the main characteristics of the posts that had the greatest impact in that period and, on the other, the ability of these brands to generate conversation and community with your fans. It is also intended to elucidate whether the contents are adapted to the standards of the social media Facebook or if the brands choose to maintain their own publication standards and hyperlinks. The main results reflect that the activity of Mango is half that of Zara, but the results of viralization and engagement are eight times higher in the case of Mango compared to Zara. The main conclusion is that a greater number of publications does not imply more quality in the community of users around the brand. © 2019 Fundacion para la Investigacion Social Avanzada. All rights reserved.
Palabras clave Advertising and fashion; Communication and fashion; Communication strategy; Digital advertising; Digital marketing; Electronic commerce; Facebook ads; Online advertising
Miembros de la Universidad Loyola

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