Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.17645/mac.v10i1.4728 |
Resumo: | 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. |
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Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagrambranded content; digital communication; engagement; Instagram; luxury; social mediaSocial 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.Cogitatio2022-02-24info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.17645/mac.v10i1.4728oai:ojs.cogitatiopress.com:article/4728Media and Communication; Vol 10, No 1 (2022): New Narratives for New Consumers: Influencers and the Millennial and Centennial Generations; 185-1972183-2439reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://www.cogitatiopress.com/mediaandcommunication/article/view/4728https://doi.org/10.17645/mac.v10i1.4728https://www.cogitatiopress.com/mediaandcommunication/article/view/4728/4728Copyright (c) 2022 Bárbara Castillo-Abdul, Ana Pérez-Escoda, Estela Núñez-Barriopedrohttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessCastillo-Abdul, BárbaraPérez-Escoda, AnaNúñez-Barriopedro, Estela2022-12-20T10:57:32Zoai:ojs.cogitatiopress.com:article/4728Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:20:17.625234Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram |
title |
Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram |
spellingShingle |
Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram Castillo-Abdul, Bárbara branded content; digital communication; engagement; Instagram; luxury; social media |
title_short |
Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram |
title_full |
Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram |
title_fullStr |
Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram |
title_full_unstemmed |
Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram |
title_sort |
Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram |
author |
Castillo-Abdul, Bárbara |
author_facet |
Castillo-Abdul, Bárbara Pérez-Escoda, Ana Núñez-Barriopedro, Estela |
author_role |
author |
author2 |
Pérez-Escoda, Ana Núñez-Barriopedro, Estela |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Castillo-Abdul, Bárbara Pérez-Escoda, Ana Núñez-Barriopedro, Estela |
dc.subject.por.fl_str_mv |
branded content; digital communication; engagement; Instagram; luxury; social media |
topic |
branded content; digital communication; engagement; Instagram; luxury; social media |
description |
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. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-02-24 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.17645/mac.v10i1.4728 oai:ojs.cogitatiopress.com:article/4728 |
url |
https://doi.org/10.17645/mac.v10i1.4728 |
identifier_str_mv |
oai:ojs.cogitatiopress.com:article/4728 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.cogitatiopress.com/mediaandcommunication/article/view/4728 https://doi.org/10.17645/mac.v10i1.4728 https://www.cogitatiopress.com/mediaandcommunication/article/view/4728/4728 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Bárbara Castillo-Abdul, Ana Pérez-Escoda, Estela Núñez-Barriopedro http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Bárbara Castillo-Abdul, Ana Pérez-Escoda, Estela Núñez-Barriopedro http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Cogitatio |
publisher.none.fl_str_mv |
Cogitatio |
dc.source.none.fl_str_mv |
Media and Communication; Vol 10, No 1 (2022): New Narratives for New Consumers: Influencers and the Millennial and Centennial Generations; 185-197 2183-2439 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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