El uso de Twitter en las marcas de moda. Marcas de lujo frente a marcas low-cost

Translated title of the contribution: The use of Twitter on fashion brands. A comparison between luxury and low-cost brands

Irene Garcia Medina, Susana Miquel Segarra, Marian Navarro Beltra

Research output: Contribution to journalArticle

84 Downloads (Pure)

Abstract

En este artículo se analizó comparativamente la capacidad dialógica de las marcas de moda de lujo frente a las denominadas low-cost en la red social Twitter. Para ello, se recurrió a la metodología cuantitativa y se realizó un análisis de contenido de 1135 tuits publicados por H&M, Zara, Ralph Lauren y Hugo Boss. Se observó que no existe consenso entre las organizaciones para dirigirse a sus públicos, y si bien las marcas low-cost son las que hacen un mayor esfuerzo por mantener un diálogo, las firmas de lujo reciben más interacciones.


English translation: In this paper, we made a comparativeanalysis about the dialogical capacityof luxury fashion brands and low-costbrands in the social network Twitter.For this, we used a quantitative metho-dology and conducted a content analysisof 1,135 tweets published by H&M, Zara,Ralph Lauren and Hugo Boss. We obser-ved that there is no consensus amongbrands to address their audiences, andwhile low-cost brands make the grea-test effort to maintain a dialogue, luxury brands receive more interactions.
Translated title of the contributionThe use of Twitter on fashion brands. A comparison between luxury and low-cost brands
Original languageSpanish
Pages (from-to)55-70
Journalcuadernos.info
Issue number42
DOIs
Publication statusPublished - 27 Apr 2018

Keywords

  • luxury brands
  • low-cost
  • twitter
  • social networks
  • dialogue
  • stakeholders

Fingerprint Dive into the research topics of 'The use of Twitter on fashion brands. A comparison between luxury and low-cost brands'. Together they form a unique fingerprint.

  • Cite this