Engagement, redes sociales y moda internacional. La boda real de Harry-Meghan Markle
- Eduardo Villena Alarcón
- Jesús Segarra-Saavedra
ISSN: 1684-0933, 2227-1465
Argitalpen urtea: 2020
Alea: 19
Zenbakia: 2
Orrialdeak: 303-318
Mota: Artikulua
Beste argitalpen batzuk: Revista de comunicación
Laburpena
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.
Erreferentzia bibliografikoak
- Citas 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.
- Fernández Souto, A. B. (2018). Public relations and communication. Exploring opportunities in an interconnected world. Obra Digital-Revista de Comunicacion, 15, 9-12. https://bit.ly/2WIS8Gj
- Fuente LaFuente, C. (2010). Protocolo oficial. Las instituciones españolas del estado y su ceremonial. Ediciones Protocolo.
- Gama, M. (2014). The Ideology of Consumption in Fashion: a Diachronic Per. Comunicação e Sociedade, 24, 221-231. https://doi.org/10.17231/comsoc.24(2013).1785
- García Medina, I., Miquel-Segarra, S. & Navarro-Beltrá, M. (2018). The use of Twitter on fashion brands. A comparison between luxury and low-cost brands. Cuadernos Info, 42, 55-69. https://doi.org/10.7764/cdi.42.1349
- Grunig, J. E., Hunt, T. T. (1984). Managing public relations. Holt, RinehaRT & Winston.
- Guidry, J. P.D., Jin, Y., Orr, C. A., Messner, M. & Meganck, S. (2017). Ebola on Instagram and Twitter: How health organizations address the health crisis in their social media engagement. Public Relations Review, 43 (3), 477-486. https://doi.org/10.1016/j.pubrev.2017.04.009
- Guidry, J., Messner, M., Jin, Y. & Medina-Messner, V. (2015). From #mcdonaldsfail to #dominossucks: An analysis of Instagram images about the 10 largest fast food companies. Corporate Communications: An International Journal, 20 (3), 344-359. https://doi.org/10.1108/CCIJ-04-2014-0027
- Guo, C. & Saxton, G. D. (2014). Tweeting social change: How social media are changing nonprofit advocacy. Nonprofit and voluntary sector quarterly, 43 (1), 57-79. https://doi.org/10.1177/0899764012471585
- Hernández Sampieri, R., Fernández Collado, C. y Baptista Lucío, P. (2007). Fundamentos de metodología de la investigación. McGraw-Hill.
- Himelboim, I., Golan, G. J.; Moon, B. B. & Suto, R. J. (2014). A Social Networks Approach to Public Relations on Twitter: Social Mediators and Mediated Public Relations. Journal of Public Relations Research, 26 (4), 359-379. https://doi.org/10.1080/1062726X.2014.908724
- Hon, L. C. & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Institute for Public Relations. https://bit.ly/2NCR16R
- Kemp, S. (2019). Digital 2019: Global Internet use accelerates. https://bit.ly/2WLV0BY
- Kim, S., Kim, S.-Y. & Sung, K. H. (2014). Fortune 100 companies' Facebook strategies: corporate ability versus social responsibility. Journal of Communication Management, 18(4), 343-362. https://doi.org/10.1108/JCOM-01-2012-0006
- Laurell, C. (2014). Brands, community and style - exploring linking value in fashion blogging. Journal of Fashion Marketing and Management, 18(1), 3-19. https://doi.org/10.1108/JFMM-10-2013-0108
- Laurell, C. & Sandström, C. (2013). Value creation and appropriation in social media - the case of fashion bloggers in Sweden. International Journal of Technology Management, 61 (3-4), 309-323. https://bit.ly/2PHCNEp
- Lin, S. (2018). The structural characteristics of innovation ecosystem: a fashion case. European Journal of Innovation Management, 21 (4), 620-635. https://doi.org/10.1108/EJIM-09-2017-0115
- Lofman, B. (1991). Elements of Experiential Consumption: an Exploratory Study. Advances in Consumer Research, 18 (1), 729-735. https://bit.ly/33hsydV
- Lovejoy, K. & Saxton, G. D. (2012). Information, community, and action: How nonprofit organizations use social media. Journal of computer-mediated communication, 17 (3), 337-353. https://doi.org/10.1111/j.1083-6101.2012.01576.x
- Machuco Rosa, A. (2013). The evolution and democratization of modern fashion: from Frederick Worth to Karl Lagerfeld's fast fashion. Comunicação e Sociedade, 24, 79-94. https://bit.ly/2NK1VYi
- Mangold, W. G. & Faulds, D. J. (2009). Social media: the new hybrid element of the promotion mix. Business Horizons, 52 (4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
- McQuarrie, E. F., Miller, J. & Phillips, B. J. (2013). The megaphone effect: taste and audience in fashion blogging. Journal of Consumer Research, 40 (1), 136-158. https://doi.org/10.1086/669042
- Miles, M. B. & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. SAGE.
- Mohr, I. (2013). The impact of social media on the fashion industry. Journal of Applied Business and Economics, 15 (2), 17-22. https://bit.ly/2CeqZkR
- Nash, J. (2019). Exploring how social media platforms influence fashion consumer decisions in the UK retail sector. Journal of Fashion Marketing and Management, 23 (1), 82-103. https://doi.org/10.1108/JFMM-01-2018-0012
- Oliveira, M. M. (2013). Dressing, seducing and signifying: from the symbolic dimension of fashion to the contemporary erotic imagery. Comunicação e sociedade, 24, 152-160. https://doi.org/10.17231/comsoc.24(2013).1781
- Otero Alvarado, M. T. (2000). Teoría y Estructura del Ceremonial y el Protocolo. Mergablum.
- Otero Alvarado, M. T. (2004). Relaciones Públicas, ceremonial y protocolo. En: Arceo Vacas, José Luis (coord.). Las Relaciones Públicas en España, pp. 277-288. McGrawHill.
- Palmer, A. & Koenig-Lewis, N. (2009). An experiential, social networkbased approach to direct marketing. Direct Mark, 3 (3), 162–176. https://doi.org/10.1108/17505930910985116
- Park, J., Song, H. & Ko, E. (2011). The Effect of the Lifestyles of Social Networking Service Users on Luxury Brand Loyalty. Journal of Global Scholars of Marketing Science, 21 (4), 182-192. https://doi.org/10.1080/21639159.2011.9726521
- Pérez-Curiel, C. & Sanz-Marcos, P. (2019). Branding, influencers and new target in the communication of fashion and luxuary the Gucci tendency on Instagram. Prisma Social, 24, 1-24.
- Phan, M. C., Thomas, R. & Heine, K. (2011). Social Media and Luxury Brand Management: The Case of Burberry. Journal of Global Fashion Marketing, 2 (4), 213-222. https://doi.org/10.1080/20932685.2011.10593099
- Piñuel, J. L. (2002). Epistemología, metodología y técnicas del análisis de contenido. Sociolinguistic Studies, 3(1), 1-42. https://doi.org/10.1558/sols.v3i1.1
- Pires, H. (2014). The urban landscape and fashion advertising: the case of the DKNY brand. Comunicação e Sociedade, (26), 291-305. https://doi.org/10.17231/comsoc.26(2014).2040
- Ramos Fernández, L. F. (2010). La carrera de Protocolo: Controversia crítica del nuevo grado desde los Estudios de Relaciones Públicas”. En: 6º Congreso Internacional de Investigación y Relaciones Públicas, pp. 79-95. https://bit.ly/2NCU6ni
- Richter, D., Riemer, K. y Vom Brocke, J. (2011). Internet social networking: research state of the art and implications for Enterprise 2.0 (state of the art). Business & Information System Engineering, 53 (2), 89–103. https://doi.org/10.1007/s12599-011-0151-y
- Ruehl, C. & Ingenhoff, D. (2015). Communication management on social networking sites Stakeholder motives and usage types of corporate Facebook, Twitter and YouTube pages. Journal of Communication Management, 19 (3), 288-302. https://doi.org/10.1108/JCOM-04-2015-0025
- Rybalko, S. & Seltzer, T. (2010). Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter. Public Relations Review, 36 (4), 336-341. https://doi.org/10.1016/j.pubrev.2010.08.004
- Sánchez González, D. M. (2011). Fundamentos del ceremonial y el protocolo. Síntesis.
- Sánchez González, D. M., Gómez Requejo, M. y Pérez Marcos, R. M. (2015). Historia del ceremonial y del protocolo. Síntesis.
- Saxton, G. D. & Waters, R. (2014). What do stakeholders like on Facebook? Examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages. Journal of Public Relations Research, 26 (3), 280-299. https://ssrn.com/abstract=2536982
- Sullivan, S. J., Schneiders, A. G., Cheang, C.-W., Kitto, E., Lee, H., Redhead, J., Ward, S., Ahmed, O. H. & McCrory, P. R. (2012). ‘What's happening?’A content analysis of concussion-related traffic on Twitter. British Journal of Sports Medicine, 46 (4), 258-263. http://dx.doi.org/10.1136/bjsm.2010.080341
- USC Annenberg Center for Public Relations (2019). PR:TECH. The future of technology in communication. https://bit.ly/34zsA0K
- Verhoeven, P., Tench, R., Zerfass, A., Moreno, Á. & Vercic, D. (2012). How European PR practitioners handle digital and social media. Public Relations Review, 38 (1), 162-164. https://doi.org/10.1016/j.pubrev.2011.08.015
- Vieira, V. A. (2009). An extended theoretical model of fashion clothing involvement. Journal of Fashion Marketing and Management, 13 (2), 179-200. https://doi.org/0.1108/13612020910957707
- Waters, R. D., Burnett, E., Lamm, A. & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35 (2), 102-106. https://doi.org/10.1016/j.pubrev.2009.01.006
- Waters, R. D. & Jamal, J. Y. (2011). Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates. Public Relations Review, 37 (3), 321–324. http://dx.doi.org/10.1016/j.pubrev.2011.03.002
- Wright, D. K. & Hinson, M. D. (2013). An updated examination of social and emerging media use in public relations practice: A longitudinal analysis between 2006 and 2014. Public Relations Journal, 8 (2), 1-39. http://dx.doi.org/10.1016/j.pubrev.2011.03.002
- Yin, R. K. (1994). Investigación sobre estudio de casos. Diseño y métodos. Applied Social Research Methods Series, 5 (2), 1-35. https://bit.ly/2qAr4Nt