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Article

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

1
Faculty of Communication Sciences and Sociology, Fuenlabrada, University of Rey Juan Carlos, 28942 Madrid, Spain
2
ESAI Business School, University Espíritu Santo, Samborondón 092301, Ecuador
3
Department of Philology, Faculty of Humanities, Campus El Carmen, University of Huelva, 21007 Huelva, Spain
4
Department of Economics and Business Management, University of Alcalá, 28801 Alcalá de Henares, Spain
*
Author to whom correspondence should be addressed.
Academic Editor: Luis M. Romero-Rodriguez
Publications 2021, 9(1), 10; https://doi.org/10.3390/publications9010010
Received: 21 January 2021 / Revised: 15 February 2021 / Accepted: 23 February 2021 / Published: 1 March 2021
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. View Full-Text
Keywords: 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
MDPI and ACS Style

Castillo-Abdul, B.; Bonilla-del-Río, M.; Núñez-Barriopedro, E. Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik. Publications 2021, 9, 10. https://doi.org/10.3390/publications9010010

AMA Style

Castillo-Abdul B, Bonilla-del-Río M, Núñez-Barriopedro E. Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik. Publications. 2021; 9(1):10. https://doi.org/10.3390/publications9010010

Chicago/Turabian Style

Castillo-Abdul, Bárbara, Mónica Bonilla-del-Río, and Estela Núñez-Barriopedro. 2021. "Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik" Publications 9, no. 1: 10. https://doi.org/10.3390/publications9010010

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