dc.contributor.author | Castillo‐Abdul, Bárbara | |
dc.contributor.author | Pérez‐Escoda, Ana | |
dc.contributor.author | Núñez‐Barriopedro, Estela | |
dc.date.accessioned | 2022-03-08T17:21:24Z | |
dc.date.available | 2022-03-08T17:21:24Z | |
dc.date.issued | 2022 | |
dc.identifier.citation | Castillo-Abdul, B., Pérez-Escoda, A., & Núñez-Barriopedro, E. (2022). Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram. Media and Communication, 10(1), 185-197. doi:https://doi.org/10.17645/mac.v10i1.4728 | es |
dc.identifier.issn | 2183-2439 | |
dc.identifier.uri | http://hdl.handle.net/10115/18810 | |
dc.description.abstract | Social 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. | es |
dc.description.sponsorship | © Bárbara Castillo-Abdul, Ana Pérez-Escoda, Estela Núñez-Barriopedro. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 license (http://creativecommons.org/licenses/by/4.0), which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited. | es |
dc.language.iso | eng | es |
dc.publisher | Media and Communication | es |
dc.rights | Atribución 4.0 Internacional | * |
dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | * |
dc.subject | branded content | es |
dc.subject | digital communication | es |
dc.subject | engagement | es |
dc.subject | Instagram | es |
dc.subject | luxury | es |
dc.subject | social media | es |
dc.title | Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram | es |
dc.type | info:eu-repo/semantics/article | es |
dc.identifier.doi | 10.17645/mac.v10i1.4728 | es |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | es |