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dc.contributor.authorCastillo Abdul, Bárbara
dc.contributor.authorBonilla del Río, Mónica
dc.contributor.authorNúñez Barriopedro, Estela
dc.identifier.citationCastillo Abdul, B., Bonilla del Río, M., & Núñez Barriopedro, E. (2021). Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik. Publications, 9(1), 10. DOI:
dc.description.abstractSocial 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.es_ES
dc.description.sponsorshipThis work is conducted within the framework of “Alfamed” (Euro-American Network of Researchers), with the support of the R+D Project “YouTubers and Instagrammers: Media Compe- tence in Emerging Prosumers” (RTI2018-093303-B-I00), financed by the State Research Agency of the Spanish Ministry of Science, Innovation and Universities and the European Regional Development Fund (ERDF).
dc.relation.isversionofPublisher’s versión
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España*
dc.subject.otherFashion marketinges_ES
dc.subject.otherSocial mediaes_ES
dc.subject.otherFashion brandses_ES
dc.subject.otherContent analysises_ES
dc.subject.otherCustomer relationship managementes_ES
dc.subject.otherBranded contentes_ES
dc.subject.otherSocial networkes_ES
dc.titleInfluence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnikes_ES

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