IDEAS home Printed from https://ideas.repec.org/a/gam/jpubli/v9y2021i1p10-d508361.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2304-6775/9/1/10/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2304-6775/9/1/10/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.
    2. Copuš Lukáš & Čarnogurský Karol, 2017. "Intercultural marketing: Culture and its influence on the efficiency of Facebook marketing communication," Management & Marketing, Sciendo, vol. 12(2), pages 189-207, June.
    3. Moorlock, Emily & Dekel-Dachs, Ofer & Stokes, Peter & Larsen, Gretchen, 2023. "Constructing Consumer-Masstige brand relationships in a volatile social reality," Journal of Business Research, Elsevier, vol. 155(PA).
    4. Snehasish Banerjee & Alton Y. K. Chua, 2019. "Identifying the antecedents of posts’ popularity on Facebook Fan Pages," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 621-633, November.
    5. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.
    6. Pedeliento, Giuseppe & Andreini, Daniela & Veloutsou, Cleopatra, 2020. "Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities," Journal of Business Research, Elsevier, vol. 119(C), pages 481-494.
    7. Mary Beth Pinto & Arpan Yagnik, 2017. "Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 49-67, January.
    8. Taesoo Cho & Taeyoung Cho & Guosong Zhao & Hao Zhang, 2020. "The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value," Sustainability, MDPI, vol. 12(11), pages 1-13, May.
    9. Betzing, Jan H. & Kurtz, Michael & Becker, Jörg, 2020. "Customer Participation in Virtual Communities for Local High Streets," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Youn Kue Na & Sungmin Kang, 2018. "Sustainable Diffusion of Fashion Information on Mobile Friends-Based Social Network Service," Sustainability, MDPI, vol. 10(5), pages 1-23, May.
    11. Vyacheslav Makedon & Nataliya Krasnikova & Oleksandr Krupskyi & Yuliia Stasiuk, 2022. "Arrangement of Digital Leadership Strategy by Corporate Structures: A Review," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 8, pages 19-40.
    12. Mohammad Hakkak & Hojjat Vahdati & Seyyed Hadi Mousavi Nejad, 2015. "Study the Role of Customer-Based Brand Equity in the Brand Personality Effect on Purchase Intention," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 5(7), pages 369-381, July.
    13. Thomas Clauss & Thomas Niemand & Sascha Kraus & Patrick Schnetzer & Alexander Brem, 2019. "Increasing Crowdfunding Success Through Social Media: The Importance Of Reach And Utilisation In Reward-Based Crowdfunding," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(03), pages 1-30, May.
    14. Marco Cioppi & Ilaria Curina & Barbara Francioni & Elisabetta Savelli, 2023. "Digital transformation and marketing: a systematic and thematic literature review," Italian Journal of Marketing, Springer, vol. 2023(2), pages 207-288, June.
    15. Hofman-Kohlmeyer Magdalena, 2021. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 61-87, March.
    16. Riccardo Rialti & Lamberto Zollo & Maria Carmen Laudano & Cristiano Ciappei, 2018. "Social media brand communities and brand value co-creation: Evidences from Italy," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 111-133.
    17. Charitha Harshani Perera & Rajkishore Nayak & Long Thang Van Nguyen, 2019. "Role of social word-of-mouth on emotional brand attachment and brand choice intention: A study on private educational institutes in Vietnam," Proceedings of Business and Management Conferences 8611115, International Institute of Social and Economic Sciences.
    18. Anna Lou Abatayo & John Lynham & Katerina Sherstyuk, 2020. "Communication, Expectations, and Trust: An Experiment with Three Media," Games, MDPI, vol. 11(4), pages 1-26, October.
    19. Alberto Lopez & Eva Guerra & Beatriz Gonzalez & Sergio Madero, 2020. "Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(4), pages 203-223, December.
    20. Widmar, Nicole Olynk & Bir, Courtney & Clifford, McKenna & Slipchenko, Natalya, 2020. "Social media sentimentas an additional performance measure? Examples from iconic theme park destinations," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jpubli:v:9:y:2021:i:1:p:10-:d:508361. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.