Luxury fashion brands use Instagram as a channel to disseminate their corporate identities. They try to cover market niches that they did not previously reach due to their exclusive nature, by publishing content about their own events, such as catwalks. Fashion shows have become branding instruments. However, previous literature focuses on the collaborations of these brands with influencers, without giving the main role to the primary sender of the organizational discourse. What formats are used most? With what intention? How does the firm relate to the influencer in the corporate profile? What type of content generates the greatest impact on the audience? To answer these research questions, this work starts with the main objective of comparing how the most followed fashion luxury brands use Instagram to transmit their identities through the promotion of their fashion shows.  A mixed, q...

Universities use social networks to transmit their institutional identities, applying them as mirrors and loudspeakers of campus life. Thus, they intend to attract potential students and build global communities that transcend the offline field. Much of the previous studies give greater relevance to the engagement achieved than to the discourse used, so this research explores the use of Instagram by the five best universities in the world according to the Shanghai 2022 Ranking, with the aim of comparing their strategies and contrast published content with recorded interactions. The methodology focuses on a quantitative and qualitative content analysis of the posts published by Harvard, Stanford, MIT, Cambridge and California Berkeley during the first quarter of the 2021/2022 academic year (n=394), for which a file of analysis has been designed. The results reflect a certain homogeneity i...

Universities have become brands that use Instagram to attract potential students and generate a sense of community among actual members. This study aims to compare how the best-positioned universities in the world and in Spain, according to the Shanghai ranking, use Instagram as a communication channel. To do this, a mixed descriptive exploratory analysis is chosen, combining qualitative variables, format, discursive intention and function of the visual element; and quantitative, interactions and engagement, to analyze the posts from the first trimester of the 2021/2022 academic year (N = 820). The combined interpretation of both parameters after applying the ANOVA variance test has allowed us to formulate two preliminary publication models. The results reveal heterogeneity in the strategies followed, with differences in format, intention and function of the visual element, in addition t...

Universities have become brands that use Instagram to attract potential students and generate a sense of community among actual members. This study aims to compare how the best-positioned universities in the world and in Spain, according to the Shanghai ranking, use Instagram as a communication channel. To do this, a mixed descriptive exploratory analysis is chosen, combining qualitative variables, format, discursive intention and function of the visual element; and quantitative, interactions and engagement, to analyze the posts from the first trimester of the 2021/2022 academic year (N = 820). The combined interpretation of both parameters after applying the ANOVA variance test has allowed us to formulate two preliminary publication models. The results reveal heterogeneity in the strategies followed, with differences in format, intention and function of the visual element, in addition t...