IDEAS home Printed from https://ideas.repec.org/a/taf/rgfmxx/v10y2019i4p342-357.html
   My bibliography  Save this article

The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M)

Author

Listed:
  • María Del Rocío Bonilla
  • José Luis del Olmo Arriaga
  • David Andreu

Abstract

The aim of this study is to analyse the interactions between fashion brands and their followers on social networks, focusing on empirically determining the relationship established between the fast fashion company H&M and its users on the social network Instagram. This analysis focuses on determining the type of post that generates greater engagement for the company’s Instagram account. Therefore, a classification and subsequent statistical treatment of the content of the posts of this account was carried out throughout 2017. Three categorization systems were used for this analysis in order to determine engagement from the point of view of the content of the message, the company’s communication strategy, and formal aspects and product category presented in the post. To date, research on the interaction of fashion brands with users on social networks has focused primarily on other platforms of social interaction other than Instagram. In contrast, this study makes an important contribution to research on the interaction of a fast fashion brand with users of the most specialized social network in this sector.

Suggested Citation

  • María Del Rocío Bonilla & José Luis del Olmo Arriaga & David Andreu, 2019. "The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M)," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 10(4), pages 342-357, October.
    • Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:4:p:342-357
    DOI: 10.1080/20932685.2019.1649168
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/20932685.2019.1649168
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/20932685.2019.1649168?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

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


    Cited by:

    1. Osmud Rahman & Dingtao Hu & Benjamin C. M. Fung, 2023. "A Systematic Literature Review of Fashion, Sustainability, and Consumption Using a Mixed Methods Approach," Sustainability, MDPI, vol. 15(16), pages 1-37, August.
    2. Yoo, Jinyoung Jinnie, 2023. "Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    More about this item

    Statistics

    Access and download statistics

    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:taf:rgfmxx:v:10:y:2019:i:4:p:342-357. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rgfm .

    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.