Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram

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 expec...

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Bibliographic Details
Authors: Castillo‐Abdul, Bárbara, Pérez‐Escoda, Ana, Núñez‐Barriopedro, Estela
Format: article
Publication Date:2022
Country:España
Institution:Universidad Rey Juan Carlos
Repository:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
OAI Identifier:oai:burjcdigital.urjc.es:10115/18810
Online Access:http://hdl.handle.net/10115/18810
Access Level:Open access
Keyword:branded content
digital communication
engagement
Instagram
luxury
social media
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spelling Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on InstagramCastillo‐Abdul, BárbaraPérez‐Escoda, AnaNúñez‐Barriopedro, Estelabranded contentdigital communicationengagementInstagramluxurysocial 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.© 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.Media and Communication202220222022info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10115/18810reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlosinstname:Universidad Rey Juan CarlosInglésAtribución 4.0 Internacionalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:burjcdigital.urjc.es:10115/188102026-06-24T12:48:17Z
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
dc.creator.none.fl_str_mv Castillo‐Abdul, Bárbara
Pérez‐Escoda, Ana
Núñez‐Barriopedro, Estela
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.subject.none.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
2022
2022
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10115/18810
url http://hdl.handle.net/10115/18810
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv Atribución 4.0 Internacional
http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Atribución 4.0 Internacional
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 Media and Communication
publisher.none.fl_str_mv Media and Communication
dc.source.none.fl_str_mv reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
instname:Universidad Rey Juan Carlos
instname_str Universidad Rey Juan Carlos
reponame_str BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
collection BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,811543

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