El diálogo de las marcas de moda con sus públicos: el caso de Twitter

Translated title of the contribution: The dialogue of the fashion brands with their audiences: the case of Twitter

Susana Miquel-Segarra, Marián Navarro-Beltrá, Julie McColl, Lindsey Carey, Irene Garcia, Louise McBride

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Abstract

Social networks have the ability to enable organizations and brands to establish dialogue and interact with their audiences. This possibility of a two-way communication can also help fashion brands to establish links with their audiences and improve or enhance their image. Thus, the objective of this study is to analyze the Twitter profiles of major fashion brands to understand how they take advantage of the ability to enter in dialog in social networks.The study uses quantitative methodology and a content analysis of 1,135 tweets published between January and June 2016 by H&M, Zara, Ralph Lauren and Hugo Boss. These brands have been chosen for being the only four listed in the category "clothes" in the ranking of “The best 100 brands” (2015) as carried out by Interbrand.The main results of this study show that there are usually links in the tweets and these links redirect to corporate sites and usually use images. It should be noted that, in general, the frequency of publication of tweets is not very high. However, it is usual to use hashtags (#), but not mentions (@). Although the brands do not usually ask questions directly to their followers, some followers choose to interact with the brand through retweets (RT) of "Likes" (FV) and comments. However, the brand does not usually respond to these comments.In conclusion, we can say that, although fashion brands employ this ability for dialog provided by Twitter, they still do not fully exploit this capability.
Original languageSpanish
Title of host publicationSociedad Latina de Comunicación Social, SLCS
Place of PublicationSpain
PublisherSociedad Latina de Comunicación Social, SLCS
Pages1093-1112
Number of pages20
ISBN (Print)9788416458417
DOIs
Publication statusPublished - 30 Nov 2016

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Keywords

  • Twitter
  • fashion brands
  • social media

Cite this

Miquel-Segarra, S., Navarro-Beltrá, M., McColl, J., Carey, L., Garcia, I., & McBride, L. (2016). El diálogo de las marcas de moda con sus públicos: el caso de Twitter. In Sociedad Latina de Comunicación Social, SLCS (pp. 1093-1112). [53] Sociedad Latina de Comunicación Social, SLCS. https://doi.org/10.4185/cac116