Mostrar el registro sencillo del ítem

dc.contributor.authorLiberal Ormaechea, Sheila 
dc.contributor.authorRodríguez Hernández, Marina
dc.date.accessioned2021-01-12T11:52:52Z
dc.date.available2021-01-12T11:52:52Z
dc.date.issued2020
dc.identifier.issn2659-3270spa
dc.identifier.urihttp://hdl.handle.net/10641/2145
dc.description.abstractThe paper studies the social media strategies of Luxury Brands in Spain. The paper builds upon the existing literature looking at the relationship between brand value, social media audience and social media content. The paper describes the social media strategies of 7 luxury brands in terms of volume of content and the number of followers and subscribers they have. As a result, we have been able to verify that there is no direct correlation between the value as a brand and its participation on social media nor between the amount of content published and the number of followers acquired. Also, the date in which a brand opened an account does not determine the number of publications it makes or the number of followers it has. What does have a direct impact is the brand strategy and the profile of its audience.spa
dc.language.isoengspa
dc.publisherUCJC BUSINESS AND SOCIETY REVIEWspa
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/es/*
dc.subjectBrandsspa
dc.subjectSocial Mediaspa
dc.subjectMarketingspa
dc.subjectAudiencesspa
dc.titleAnalysis of the Presence of Primary Luxury Brands in Social Media.spa
dc.title.alternativeAnálisis de la presencia en redes sociales de las principales marcas del lujo.spa
dc.typejournal articlespa
dc.type.hasVersionAMspa
dc.rights.accessRightsopen accessspa
dc.description.extent477 KBspa
dc.identifier.doi10.3232/UBR.2020.V17.N3.04spa
dc.relation.publisherversionhttps://journals.ucjc.edu/ubr/article/view/4236spa


Ficheros en el ítem

FicherosTamañoFormatoVer
1.- Analysis of the Presence of ...477.6KbPDFVer/

Este ítem aparece en la(s) siguiente(s) colección(ones)

Mostrar el registro sencillo del ítem

Atribución-NoComercial-SinDerivadas 3.0 España
Excepto si se señala otra cosa, la licencia del ítem se describe como Atribución-NoComercial-SinDerivadas 3.0 España