Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

Bárbara Castillo-Abdul, Mónica Bonilla-del-Río and Estela Núñez-Barriopedro
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Bárbara Castillo-Abdul: Faculty of Communication Sciences and Sociology, Fuenlabrada, University of Rey Juan Carlos, 28942 Madrid, Spain
Mónica Bonilla-del-Río: Department of Philology, Faculty of Humanities, Campus El Carmen, University of Huelva, 21007 Huelva, Spain
Estela Núñez-Barriopedro: Department of Economics and Business Management, University of Alcalá, 28801 Alcalá de Henares, Spain

Publications, 2021, vol. 9, issue 1, 1-15

Abstract: 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.

Keywords: communication; fashion marketing; social media; fashion brands; content analysis; customer relationship management; Facebook; branded content; engagement; social networks (search for similar items in EconPapers)
JEL-codes: A2 D83 L82 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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