Show simple item record

[journal article]

dc.contributor.authorCastillo-Abdul, Bárbarade
dc.contributor.authorPérez-Escoda, Anade
dc.contributor.authorNúñez-Barriopedro, Estelade
dc.date.accessioned2022-03-03T13:56:58Z
dc.date.available2022-03-03T13:56:58Z
dc.date.issued2022de
dc.identifier.issn2183-2439de
dc.identifier.urihttps://www.ssoar.info/ssoar/handle/document/77848
dc.description.abstractSocial networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most-used social network globally in 2021. As such, branded content is expected to increase the brand’s likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content communication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram’s social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study’s conclusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumers.de
dc.languageende
dc.subject.ddcWirtschaftde
dc.subject.ddcEconomicsen
dc.subject.ddcPublizistische Medien, Journalismus,Verlagswesende
dc.subject.ddcNews media, journalism, publishingen
dc.subject.otherInstagram; branded content; digital communication; engagementde
dc.titlePromoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagramde
dc.description.reviewbegutachtet (peer reviewed)de
dc.description.reviewpeer revieweden
dc.identifier.urlhttps://www.cogitatiopress.com/mediaandcommunication/article/view/4728de
dc.source.journalMedia and Communication
dc.source.volume10de
dc.publisher.countryPRTde
dc.source.issue1de
dc.subject.classozMarketingde
dc.subject.classozMarketingen
dc.subject.classozinteraktive, elektronische Mediende
dc.subject.classozInteractive, electronic Mediaen
dc.subject.thesozSoziale Mediende
dc.subject.thesozsocial mediaen
dc.subject.thesozOnline-Mediende
dc.subject.thesozonline mediaen
dc.subject.thesozsoziales Netzwerkde
dc.subject.thesozsocial networken
dc.subject.thesozWerbungde
dc.subject.thesozadvertisingen
dc.subject.thesozMarketingde
dc.subject.thesozmarketingen
dc.subject.thesozLuxusde
dc.subject.thesozluxuryen
dc.rights.licenceCreative Commons - Namensnennung 4.0de
dc.rights.licenceCreative Commons - Attribution 4.0en
internal.statusformal und inhaltlich fertig erschlossende
internal.identifier.thesoz10094228
internal.identifier.thesoz10064820
internal.identifier.thesoz10053143
internal.identifier.thesoz10034450
internal.identifier.thesoz10051656
internal.identifier.thesoz10051469
dc.type.stockarticlede
dc.type.documentZeitschriftenartikelde
dc.type.documentjournal articleen
dc.source.pageinfo185-197de
internal.identifier.classoz1090405
internal.identifier.classoz1080404
internal.identifier.journal793
internal.identifier.document32
internal.identifier.ddc330
internal.identifier.ddc070
dc.source.issuetopicNew Narratives for New Consumers: Influencers and the Millennial and Centennial Generationsde
dc.identifier.doihttps://doi.org/10.17645/mac.v10i1.4728de
dc.description.pubstatusVeröffentlichungsversionde
dc.description.pubstatusPublished Versionen
internal.identifier.licence16
internal.identifier.pubstatus1
internal.identifier.review1
internal.dda.referencehttps://www.cogitatiopress.com/mediaandcommunication/oai/@@oai:ojs.cogitatiopress.com:article/4728
ssoar.urn.registrationfalsede


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record