文章基本信息

标题：Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik
本地全文：下载
作者：Bárbara Castillo-Abdul ; Mónica Bonilla-del-Río ; Estela Núñez-Barriopedro 等
期刊名称：Publications
电子版ISSN：2304-6775
出版年度：2021
卷号：9
期号：1
页码：10
DOI：10.3390/publications9010010
出版社：MDPI Publishing
摘要：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.
关键词：communication; fashion marketing; social media; fashion brands; content analysis; customer relationship management; Facebook; Branded Content; engagement; social networks communication ; fashion marketing ; social media ; fashion brands ; content analysis ; customer relationship management ; Facebook ; Branded Content ; engagement ; social networks