Engagement, social networks and international fashion. Harry-Meghan Markle's wedding with
Descripción del Articulo
The speedy evolution of Internet and the penetration of social networks has changed the way of communicating that was usually had the fashion. Gone are the models of communication that placed traditional media at the centre of their strategic management. The new trends contextualize social networks...
| Autores: | , |
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| Formato: | artículo |
| Fecha de Publicación: | 2020 |
| Institución: | Universidad de Piura |
| Repositorio: | Revista UDEP - Revista de Comunicación |
| Lenguaje: | español |
| OAI Identifier: | oai:revistas.udep.edu.pe:article/1953 |
| Enlace del recurso: | https://revistadecomunicacion.com/article/view/1953 |
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Engagement, social networks and international fashion. Harry-Meghan Markle's wedding with Engagement, redes sociales y moda internacional. La boda real de Harry-Meghan Markle |
| title |
Engagement, social networks and international fashion. Harry-Meghan Markle's wedding with |
| spellingShingle |
Engagement, social networks and international fashion. Harry-Meghan Markle's wedding with Villena Alarcón, Eduardo |
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Engagement, social networks and international fashion. Harry-Meghan Markle's wedding with |
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Engagement, social networks and international fashion. Harry-Meghan Markle's wedding with |
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Engagement, social networks and international fashion. Harry-Meghan Markle's wedding with |
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Engagement, social networks and international fashion. Harry-Meghan Markle's wedding with |
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Engagement, social networks and international fashion. Harry-Meghan Markle's wedding with |
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Villena Alarcón, Eduardo Segarra-Saavedra, Jesús |
| author |
Villena Alarcón, Eduardo |
| author_facet |
Villena Alarcón, Eduardo Segarra-Saavedra, Jesús |
| author_role |
author |
| author2 |
Segarra-Saavedra, Jesús |
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author |
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The speedy evolution of Internet and the penetration of social networks has changed the way of communicating that was usually had the fashion. Gone are the models of communication that placed traditional media at the centre of their strategic management. The new trends contextualize social networks as the backbone of the relationship with audiences. In this sense, real weddings have become a fundamental tool for the fashion brands participating in the event thanks to their wide potential as an instrument to spread the messages. The text opts for multiple case studies to link the main international fashion brands with special events and goes to the content analysis of the profiles of social networks in which the leading firms have a presence. The results reveal how audiences react to the communication efforts made and the pertinence of resorting to these acts to improve engagement with stakeholders. La evolución de Internet y la penetración de las redes sociales ha modificado la forma de comunicar que tenía la moda. Atrás han quedado modelos de comunicación que situaban a los medios tradicionales en el centro de su gestión estratégica. Las nuevas tendencias contextualizan las redes sociales como eje vertebrador de la relación con los públicos. Las bodas reales son una herramienta fundamental para las firmas de moda participantes en el evento gracias a su amplio potencial como instrumento para difundir mensajes. El texto apuesta por el estudio de caso múltiple para vincular las principales marcas de moda internacionales con los eventos especiales y acude al análisis de contenido de los perfiles de redes sociales en los que las firmas protagonistas tienen presencia. Los resultados revelan cómo los públicos reaccionan a los esfuerzos comunicativos realizados y lo pertinente de recurrir a estos actos para mejorar el compromiso con los stakeholders. |
| description |
The speedy evolution of Internet and the penetration of social networks has changed the way of communicating that was usually had the fashion. Gone are the models of communication that placed traditional media at the centre of their strategic management. The new trends contextualize social networks as the backbone of the relationship with audiences. In this sense, real weddings have become a fundamental tool for the fashion brands participating in the event thanks to their wide potential as an instrument to spread the messages. The text opts for multiple case studies to link the main international fashion brands with special events and goes to the content analysis of the profiles of social networks in which the leading firms have a presence. The results reveal how audiences react to the communication efforts made and the pertinence of resorting to these acts to improve engagement with stakeholders. |
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2020 |
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2020-09-11 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Article evaluated by pairs text Artículo evaluado por pares texto |
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publishedVersion |
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https://revistadecomunicacion.com/article/view/1953 10.26441/RC19.2-2020-A17 |
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https://revistadecomunicacion.com/article/view/1953 |
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10.26441/RC19.2-2020-A17 |
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spa |
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https://revistadecomunicacion.com/article/view/1953/1598 https://revistadecomunicacion.com/article/view/1953/1641 https://revistadecomunicacion.com/article/view/1953/1642 /*ref*/Aaboen, L. Dubois, A. & Lind, F. (2012). Capturing processes in longitudinal multiple case studies. Industrial Marketing Management, 41 (2), 235-246. https://doi.org/10.1016/j.indmarman.2012.01.009 Almansa Martínez, A. y Navarrete Cobo, B. (2012). Relaciones Públicas on-line: El uso de los social media en el sector hotelero de la costa del sol. En: 7º Congreso Internacional de Investigación en Relaciones Públicas. Relaciones Públicas: El diálogo de las organizaciones, pp. 97-110. https://bit.ly/2qnfyog Alonso-González, M. (2015). Social networks as communication channels of spanish fashion brands: Zara, Mango and El Corte Ingles. Index Comunicacion, 5 (1), 77-105. https://bit.ly/33adyPz Arora, A., Bansal, S., Kandpal, C., Aswani, R. & Dwivedi, Y. (2019). Measuring social media influencer index-insights from facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 49, 86-101. https://doi.org/10.1016/j.jretconser.2019.03.012 Barquero Cabrero, J. D. y Castillo Esparcia, A. (2011). Marco teórico y práctico de las relaciones públicas. Furtwagen. Boyd, D. M. & Ellison, N. B. (2008). Social network sites: definition, history, and scholarship. Journal of Computer-Mediated Communiction, 13 (1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x Breakenridge, D. K. (2012). Social media and public relations: Eight new practices for the PR professional. Pearson FT Press. Carr, C. T. & Hayes, R. A. (2015). Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23 (1), 46-65. https://doi.org/10.1080/15456870.2015.972282 Castillero Ostio, E. (2014). El protocolo como gestor de públicos. Estudio sobre el ceremonial oficial en el franquismo (Tesis Doctoral). Universidad de Málaga. Cereda, A. (2014). Modified bodies. Between fashion and identity projects. Comunicação e Sociedade, 24, 45-61. https://bit.ly/2BKaFIu Chaplin, L. N. & Lowrey, T. M. (2010). The development of consumer-based consumption constellations in children. Journal of Consumer Research, 36 (5), 757-777. https://doi.org/10.1086/605365 Cucinotta, C. (2017). Percursos de análise do vestuário em filmes portugueses de etnoficção. Comunicação e Sociedade, 31, 165-181. https://doi.org/10.17231/comsoc.31(2017).2610 Curtis, L., Edwards, C., Frasier, K. L., Gudelsky, S. G., Holmquist, J., Thornton, K. & Sweetser, K. D. (2010). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36 (1), 90–92. https://doi.org/10.1016/j.pubrev.2009.10.003 Cvijikj, I. P. & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3 (4), 843-861. https://doi.org/10.1007/s13278-013-0098-8 Debatin, B., Lovejoy, J. P., Horn M.A., A.-K., Hughes, B. N. H. (2009). Facebook and online privacy: attitudes, behaviors, and unintended consequences. Journal of Computer-Mediated Communiction, 15 (1), 83–108. https://doi.org/10.1111/j.1083-6101.2009.01494.x Dhanesh, G. S. (2017). Putting engagement in its PRoper place: State of the field, definition and model of engagement in public relations. Public Relations Review, 43 (5), 925-933. https://doi.org/10.1016/j.pubrev.2017.04.001 Diga, M. & Kelleher, T. (2009). Social media use, perceptions of decision-making power, and public relations roles. Public Relations Review, 35 (4), 440-442. https://doi.org/10.1016/j.pubrev.2009.07.003 Esteban-Santos, L., García Medina, I., Carey, L. & Bellido-Pérez, E. (2018). Fashion bloggers: communication tools for the fashion industry. Journal of Fashion Marketing and Management: An International Journal, 22 (3), 420–437. https://doi.org/10.1108/JFMM-10-2017-0101 Fernández Sánchez, L. F. (2004). Ceremonial y protocolo. Oberon. 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Engagement, social networks and international fashion. Harry-Meghan Markle's wedding withEngagement, redes sociales y moda internacional. La boda real de Harry-Meghan MarkleVillena Alarcón, EduardoSegarra-Saavedra, JesúsThe speedy evolution of Internet and the penetration of social networks has changed the way of communicating that was usually had the fashion. Gone are the models of communication that placed traditional media at the centre of their strategic management. The new trends contextualize social networks as the backbone of the relationship with audiences. In this sense, real weddings have become a fundamental tool for the fashion brands participating in the event thanks to their wide potential as an instrument to spread the messages. The text opts for multiple case studies to link the main international fashion brands with special events and goes to the content analysis of the profiles of social networks in which the leading firms have a presence. The results reveal how audiences react to the communication efforts made and the pertinence of resorting to these acts to improve engagement with stakeholders.La evolución de Internet y la penetración de las redes sociales ha modificado la forma de comunicar que tenía la moda. Atrás han quedado modelos de comunicación que situaban a los medios tradicionales en el centro de su gestión estratégica. Las nuevas tendencias contextualizan las redes sociales como eje vertebrador de la relación con los públicos. Las bodas reales son una herramienta fundamental para las firmas de moda participantes en el evento gracias a su amplio potencial como instrumento para difundir mensajes. El texto apuesta por el estudio de caso múltiple para vincular las principales marcas de moda internacionales con los eventos especiales y acude al análisis de contenido de los perfiles de redes sociales en los que las firmas protagonistas tienen presencia. Los resultados revelan cómo los públicos reaccionan a los esfuerzos comunicativos realizados y lo pertinente de recurrir a estos actos para mejorar el compromiso con los stakeholders.Universidad de Piura. Facultad de Comunicación2020-09-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArticle evaluated by pairstextArtículo evaluado por parestextoapplication/pdfapplication/xmltext/htmlhttps://revistadecomunicacion.com/article/view/195310.26441/RC19.2-2020-A17Revista de Comunicación; Vol 19 No 2 (2020); 303-318Revista de Comunicación; Vol. 19 Núm. 2 (2020); 303-3182227-14651684-0933reponame:Revista UDEP - Revista de Comunicacióninstname:Universidad de Piurainstacron:UDEPspahttps://revistadecomunicacion.com/article/view/1953/1598https://revistadecomunicacion.com/article/view/1953/1641https://revistadecomunicacion.com/article/view/1953/1642/*ref*/Aaboen, L. Dubois, A. & Lind, F. (2012). Capturing processes in longitudinal multiple case studies. Industrial Marketing Management, 41 (2), 235-246. https://doi.org/10.1016/j.indmarman.2012.01.009 Almansa Martínez, A. y Navarrete Cobo, B. (2012). Relaciones Públicas on-line: El uso de los social media en el sector hotelero de la costa del sol. En: 7º Congreso Internacional de Investigación en Relaciones Públicas. Relaciones Públicas: El diálogo de las organizaciones, pp. 97-110. https://bit.ly/2qnfyog Alonso-González, M. (2015). Social networks as communication channels of spanish fashion brands: Zara, Mango and El Corte Ingles. Index Comunicacion, 5 (1), 77-105. https://bit.ly/33adyPz Arora, A., Bansal, S., Kandpal, C., Aswani, R. & Dwivedi, Y. (2019). Measuring social media influencer index-insights from facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 49, 86-101. https://doi.org/10.1016/j.jretconser.2019.03.012 Barquero Cabrero, J. D. y Castillo Esparcia, A. (2011). Marco teórico y práctico de las relaciones públicas. Furtwagen. Boyd, D. M. & Ellison, N. B. (2008). Social network sites: definition, history, and scholarship. Journal of Computer-Mediated Communiction, 13 (1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x Breakenridge, D. K. (2012). Social media and public relations: Eight new practices for the PR professional. Pearson FT Press. Carr, C. T. & Hayes, R. A. (2015). Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23 (1), 46-65. https://doi.org/10.1080/15456870.2015.972282 Castillero Ostio, E. (2014). El protocolo como gestor de públicos. Estudio sobre el ceremonial oficial en el franquismo (Tesis Doctoral). Universidad de Málaga. Cereda, A. (2014). Modified bodies. Between fashion and identity projects. Comunicação e Sociedade, 24, 45-61. https://bit.ly/2BKaFIu Chaplin, L. N. & Lowrey, T. M. (2010). The development of consumer-based consumption constellations in children. Journal of Consumer Research, 36 (5), 757-777. https://doi.org/10.1086/605365 Cucinotta, C. (2017). Percursos de análise do vestuário em filmes portugueses de etnoficção. Comunicação e Sociedade, 31, 165-181. https://doi.org/10.17231/comsoc.31(2017).2610 Curtis, L., Edwards, C., Frasier, K. L., Gudelsky, S. G., Holmquist, J., Thornton, K. & Sweetser, K. D. (2010). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36 (1), 90–92. https://doi.org/10.1016/j.pubrev.2009.10.003 Cvijikj, I. P. & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3 (4), 843-861. https://doi.org/10.1007/s13278-013-0098-8 Debatin, B., Lovejoy, J. P., Horn M.A., A.-K., Hughes, B. N. H. (2009). Facebook and online privacy: attitudes, behaviors, and unintended consequences. Journal of Computer-Mediated Communiction, 15 (1), 83–108. https://doi.org/10.1111/j.1083-6101.2009.01494.x Dhanesh, G. S. (2017). 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Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
