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

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  • Bárbara Castillo-Abdul

    (Faculty of Communication Sciences and Sociology, Fuenlabrada, University of Rey Juan Carlos, 28942 Madrid, Spain
    ESAI Business School, University Espíritu Santo, Samborondón 092301, Ecuador)

  • Mónica Bonilla-del-Río

    (Department of Philology, Faculty of Humanities, Campus El Carmen, University of Huelva, 21007 Huelva, Spain)

  • Estela Núñez-Barriopedro

    (Department of Economics and Business Management, University of Alcalá, 28801 Alcalá de Henares, Spain)

Abstract

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.

Suggested Citation

  • Bárbara Castillo-Abdul & Mónica Bonilla-del-Río & Estela Núñez-Barriopedro, 2021. "Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik," Publications, MDPI, vol. 9(1), pages 1-15, March.
    • Handle: RePEc:gam:jpubli:v:9:y:2021:i:1:p:10-:d:508361
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    References listed on IDEAS

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    1. Salim Azar & Joana César Machado & Leonor Vacas-De-Carvalho & Ana Mendes, 2016. "Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions," Post-Print hal-03065869, HAL.
    2. Juan José López García & David Lizcano & Celia MQ Ramos & Nelson Matos, 2019. "Digital Marketing Actions That Achieve a Better Attraction and Loyalty of Users: An Analytical Study," Future Internet, MDPI, vol. 11(6), pages 1-16, June.
    3. Salim L Azar & Joana César Machado & Leonor Vacas-de-Carvalho & Ana Mendes, 2016. "Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 153-178, March.
    4. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Effect Of Social-Media Communication On Consumer Perceptions Of Brands," GUT FME Working Paper Series A 12, Faculty of Management and Economics, Gdansk University of Technology.
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    Cited by:

    1. Bárbara Castillo-Abdul & Luis M. Romero-Rodríguez & Johana Balseca, 2021. "Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador," SAGE Open, , vol. 11(4), pages 21582440211, November.
    2. Valentina Carfora & Patrizia Catellani, 2022. "Advertising Innovative Sustainable Fashion: Informational, Transformational, or Sustainability Appeal?," Sustainability, MDPI, vol. 14(23), pages 1-21, December.
    3. RakGun Hwang & MinKyung Lee, 2022. "The Influence of Music Content Marketing on User Satisfaction and Intention to Use in the Metaverse: A Focus on the SPICE Model," Businesses, MDPI, vol. 2(2), pages 1-15, April.
    4. Shunfeng Zhang & Linghao Zhang, 2023. "The Influence of Brand Social Interaction on Purchase Intention: A Perspective of Social Capital," SAGE Open, , vol. 13(2), pages 21582440231, May.
    5. Ana Pérez-Escoda & Luis Miguel Pedrero-Esteban & Juana Rubio-Romero & Carlos Jiménez-Narros, 2021. "Fake News Reaching Young People on Social Networks: Distrust Challenging Media Literacy," Publications, MDPI, vol. 9(2), pages 1-16, June.

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