https://www.romero-rodriguez.com/wp-content/uploads/2023/08/adult-1868750_1280.jpg 852 1280 Luis M. Romero Rodríguez https://www.romero-rodriguez.com/wp-content/uploads/2023/05/logo-rr-295x70-1.png Luis M. Romero Rodríguez2023-08-30 12:19:022023-12-28 12:28:35Corporate Social Responsibility communication of male luxury fashion brands: analysis on Instagram, Facebook and TikTok
This study aims to analyze the content on corporate social responsibility (CSR) of Gucci, Prada and Ermenegildo Zegna on the social networks Instagram, Facebook and TikTok in order to examine the focus of the publications of these luxury brands, what type of content is more frequent and which ones generate more interaction and engagement. An interpretive content analysis of a sample of 92 posts on CSR published between December 2021 and June 2022 is used. For this purpose, an analysis sheet validated through theoretical constructs and pilot testing is used. Most of the social responsibility content of the fashion brands analyzed is linked to the use of sustainable materials, the protection of natural spaces and, in the particular case of Prada, the protection of the oceans. The posts that achieve the highest interactions are videos and photo reels. Although the strategies that significantly increase brands' reach on social networks are collaborations and joint posts with other fashion brands, as is the case of Gucci with NorthFace and Prada with Adidas. Also, one of the main findings of this research has been to identify that brands may be using TikTok – perhaps experimentally – to reach stakeholders in Asian countries, especially China, where other platforms such as Instagram or Facebook may have a more limited reach. This research shows that the social responsibility activities of luxury fashion brands leverage the content marketing strategy in social networks. It also demonstrates the importance of the Asian market (mainly Chinese) in the outreach strategies of brands, as is the case of Gucci and Prada, which bet on CSR activities for the protection of the Asian tiger in the framework of the year of the tiger in the Chinese horoscope, as well as the publication of certain content on TikTok.
https://www.romero-rodriguez.com/wp-content/uploads/2020/02/influencer-4492841_1280.jpg 213 323 Luis M. Romero Rodríguez https://www.romero-rodriguez.com/wp-content/uploads/2023/05/logo-rr-295x70-1.png Luis M. Romero Rodríguez2023-08-27 08:08:482023-12-28 12:46:38Branded Content in Fashion Research: Bibliometric analysis by correlations
Information and Communication Technologies (ICT) have revolutionized all human interactions, creating new spaces and platforms for consumption and entertainment. In that regard, marketing and advertising have had to adapt by refocusing existing tools, as well as creating new strategies to reach their target audiences. Among these emerging tools are the Branded Content, which combines the conventional advertising message with entertainment and ICT, to create emotional and entertainment links between the consumer and the brands. However, given the novelty of Branded Content as an object of academic study, this research seeks to make a mapping of the state of the art that serves as a starting point for the epistemological understanding of the phenomenon, as well as to know the different conceptual positions of the most cited authors of Branded Content, specifically in fashion marketing research. For this objective, a bibliometric analysis is performed through a strategy of co-occurrence and co-citation of Boolean operators from the Scopus database, using the BibExcel tool for frequency counting and VosViewer for the visualization of data and interaction maps. The results indicate that between 2016 and 2018 the co-citation keywords varied widely, from terms such as "content analysis" and "marketing" in 2016, to "fashion films" in 2018, which clearly shows that there is not yet an academic and possibly even a pragmatic consensus on the delimitations of Branded Content.