La interacción entre las marcas y sus seguidores en Facebook: el caso de Hugo Boss

Translated title of the contribution: The interaction between brands and their followers on Facebook: the case of Hugo Boss

Marián Navarro-Beltrá, Susana Miquel-Segarra, Irene Garcia Medina

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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Abstract

Social media has changed the way organizations have
to communicate with their public, in fact, the massive use of the Internet
that unidirectionality gives way to bidirectionality. In particular, networks
social networks make it possible for companies to maintain a direct dialogue with their customers, so Facebook is frequently used by these institutions
to promote your products or brands. Thus, luxury brands usually have
a defined digital strategy that includes the use of social networks with the
purpose of interacting with your followers. Given this context, it is worth mentioning to Hugo Boss, since it is a luxury brand with an outstanding presence in social networks. Therefore, the objective of this work is based on analyzing the dialogue that Hugo Boss maintains with his followers on Facebook. For this, has carried out a content analysis of the repercussions (reactions, content shared, comments from followers and responses from the brand)
of 163 publications made by Hugo Boss on Facebook in 2017. The main results of this work show that all publications they generate reactions, that most of them are shared and that followers usually make comments, although the brand usually does not respond. It should be noted that, significantly, Hugo Boss responds less frequently to the comments that their fans make in publications with little impact (low number of reactions, comments and poorly shared). This
comloc 2018: the advertising business in the digital society form, to greater number of reactions, comments and shared content, more answers from the brand. Therefore, and to conclude, one could affirm that Hugo Boss usually interacts and dialog with his followers mainly in those posts that have a greater impact.
Original languageSpanish
Title of host publicationXV Congreso de Comunicacion Local ComLoc. El negocio publicitario en la sociedad digital
Place of PublicationCastelló de la Plana
PublisherUniversitat Jaume I
Number of pages25
ISBN (Electronic)978-84-17429-77-5
DOIs
Publication statusPublished - Jan 2019

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facebook
follower
interaction
luxury
dialogue
social network
fan
social media
content analysis
customer

Keywords

  • Facebook
  • social networks
  • Hugo Boss

Cite this

Navarro-Beltrá, M., Miquel-Segarra, S., & Garcia Medina, I. (2019). La interacción entre las marcas y sus seguidores en Facebook: el caso de Hugo Boss. In XV Congreso de Comunicacion Local ComLoc. El negocio publicitario en la sociedad digital Castelló de la Plana: Universitat Jaume I. https://doi.org/10.6035/Humanitats.2019.59
Navarro-Beltrá, Marián ; Miquel-Segarra, Susana ; Garcia Medina, Irene. / La interacción entre las marcas y sus seguidores en Facebook: el caso de Hugo Boss. XV Congreso de Comunicacion Local ComLoc. El negocio publicitario en la sociedad digital. Castelló de la Plana : Universitat Jaume I, 2019.
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title = "La interacci{\'o}n entre las marcas y sus seguidores en Facebook: el caso de Hugo Boss",
abstract = "Social media has changed the way organizations haveto communicate with their public, in fact, the massive use of the Internetthat unidirectionality gives way to bidirectionality. In particular, networkssocial networks make it possible for companies to maintain a direct dialogue with their customers, so Facebook is frequently used by these institutionsto promote your products or brands. Thus, luxury brands usually havea defined digital strategy that includes the use of social networks with thepurpose of interacting with your followers. Given this context, it is worth mentioning to Hugo Boss, since it is a luxury brand with an outstanding presence in social networks. Therefore, the objective of this work is based on analyzing the dialogue that Hugo Boss maintains with his followers on Facebook. For this, has carried out a content analysis of the repercussions (reactions, content shared, comments from followers and responses from the brand)of 163 publications made by Hugo Boss on Facebook in 2017. The main results of this work show that all publications they generate reactions, that most of them are shared and that followers usually make comments, although the brand usually does not respond. It should be noted that, significantly, Hugo Boss responds less frequently to the comments that their fans make in publications with little impact (low number of reactions, comments and poorly shared). Thiscomloc 2018: the advertising business in the digital society form, to greater number of reactions, comments and shared content, more answers from the brand. Therefore, and to conclude, one could affirm that Hugo Boss usually interacts and dialog with his followers mainly in those posts that have a greater impact.",
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author = "Mari{\'a}n Navarro-Beltr{\'a} and Susana Miquel-Segarra and {Garcia Medina}, Irene",
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Navarro-Beltrá, M, Miquel-Segarra, S & Garcia Medina, I 2019, La interacción entre las marcas y sus seguidores en Facebook: el caso de Hugo Boss. in XV Congreso de Comunicacion Local ComLoc. El negocio publicitario en la sociedad digital. Universitat Jaume I, Castelló de la Plana. https://doi.org/10.6035/Humanitats.2019.59

La interacción entre las marcas y sus seguidores en Facebook: el caso de Hugo Boss. / Navarro-Beltrá, Marián; Miquel-Segarra, Susana; Garcia Medina, Irene.

XV Congreso de Comunicacion Local ComLoc. El negocio publicitario en la sociedad digital. Castelló de la Plana : Universitat Jaume I, 2019.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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AU - Garcia Medina, Irene

N1 - Kept template as proceeding (record has ISBN) Acceptance in SAN; author advised that publ. date Jan 2019. OA proceedings

PY - 2019/1

Y1 - 2019/1

N2 - Social media has changed the way organizations haveto communicate with their public, in fact, the massive use of the Internetthat unidirectionality gives way to bidirectionality. In particular, networkssocial networks make it possible for companies to maintain a direct dialogue with their customers, so Facebook is frequently used by these institutionsto promote your products or brands. Thus, luxury brands usually havea defined digital strategy that includes the use of social networks with thepurpose of interacting with your followers. Given this context, it is worth mentioning to Hugo Boss, since it is a luxury brand with an outstanding presence in social networks. Therefore, the objective of this work is based on analyzing the dialogue that Hugo Boss maintains with his followers on Facebook. For this, has carried out a content analysis of the repercussions (reactions, content shared, comments from followers and responses from the brand)of 163 publications made by Hugo Boss on Facebook in 2017. The main results of this work show that all publications they generate reactions, that most of them are shared and that followers usually make comments, although the brand usually does not respond. It should be noted that, significantly, Hugo Boss responds less frequently to the comments that their fans make in publications with little impact (low number of reactions, comments and poorly shared). Thiscomloc 2018: the advertising business in the digital society form, to greater number of reactions, comments and shared content, more answers from the brand. Therefore, and to conclude, one could affirm that Hugo Boss usually interacts and dialog with his followers mainly in those posts that have a greater impact.

AB - Social media has changed the way organizations haveto communicate with their public, in fact, the massive use of the Internetthat unidirectionality gives way to bidirectionality. In particular, networkssocial networks make it possible for companies to maintain a direct dialogue with their customers, so Facebook is frequently used by these institutionsto promote your products or brands. Thus, luxury brands usually havea defined digital strategy that includes the use of social networks with thepurpose of interacting with your followers. Given this context, it is worth mentioning to Hugo Boss, since it is a luxury brand with an outstanding presence in social networks. Therefore, the objective of this work is based on analyzing the dialogue that Hugo Boss maintains with his followers on Facebook. For this, has carried out a content analysis of the repercussions (reactions, content shared, comments from followers and responses from the brand)of 163 publications made by Hugo Boss on Facebook in 2017. The main results of this work show that all publications they generate reactions, that most of them are shared and that followers usually make comments, although the brand usually does not respond. It should be noted that, significantly, Hugo Boss responds less frequently to the comments that their fans make in publications with little impact (low number of reactions, comments and poorly shared). Thiscomloc 2018: the advertising business in the digital society form, to greater number of reactions, comments and shared content, more answers from the brand. Therefore, and to conclude, one could affirm that Hugo Boss usually interacts and dialog with his followers mainly in those posts that have a greater impact.

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M3 - Conference contribution

BT - XV Congreso de Comunicacion Local ComLoc. El negocio publicitario en la sociedad digital

PB - Universitat Jaume I

CY - Castelló de la Plana

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Navarro-Beltrá M, Miquel-Segarra S, Garcia Medina I. La interacción entre las marcas y sus seguidores en Facebook: el caso de Hugo Boss. In XV Congreso de Comunicacion Local ComLoc. El negocio publicitario en la sociedad digital. Castelló de la Plana: Universitat Jaume I. 2019 https://doi.org/10.6035/Humanitats.2019.59