dc.contributor.author | Liberal Ormaechea, Sheila | |
dc.contributor.author | Rodríguez Hernández, Marina | |
dc.date.accessioned | 2021-01-12T11:52:52Z | |
dc.date.available | 2021-01-12T11:52:52Z | |
dc.date.issued | 2020 | |
dc.identifier.issn | 2659-3270 | spa |
dc.identifier.uri | http://hdl.handle.net/10641/2145 | |
dc.description.abstract | The 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.iso | eng | spa |
dc.publisher | UCJC BUSINESS AND SOCIETY REVIEW | spa |
dc.rights | Atribución-NoComercial-SinDerivadas 3.0 España | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ | * |
dc.subject | Brands | spa |
dc.subject | Social Media | spa |
dc.subject | Marketing | spa |
dc.subject | Audiences | spa |
dc.title | Analysis of the Presence of Primary Luxury Brands in Social Media. | spa |
dc.title.alternative | Análisis de la presencia en redes sociales de las principales marcas del lujo. | spa |
dc.type | journal article | spa |
dc.type.hasVersion | AM | spa |
dc.rights.accessRights | open access | spa |
dc.description.extent | 477 KB | spa |
dc.identifier.doi | 10.3232/UBR.2020.V17.N3.04 | spa |
dc.relation.publisherversion | https://journals.ucjc.edu/ubr/article/view/4236 | spa |