Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

Abstract

Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.

Fake News Reaching Young People on Social Networks: Distrust Challenging Media Literacy

“…Misinformation and fake news have become a great global concern since the start of the COVID-19 pandemic, affecting all citizens, as recent literature indicates [5,8,10,17]. However, the manner in which it is reaching young people is extremely concerning, as shown in several studies [18,23,30,31]. It could be said that misinformation and fake news have been inherently human issues since the beginning of time [45], but the impact and the easy spread of the phenomenon through social networks call for urgent actions from universities and stakeholders (media and policymakers).…”

“…Therefore, the Generation Z is the first generation to have been radically affected by digitalization [29], to the point that, according to Isaac Lee, president of Univision News, it has affected them more than cultural, identity, race, or language aspects, which, on the other hand, makes them the most homogeneous generation of the modern era [30]. They lack a pre-smartphone memory, are on social media more constantly [31], and have had Internet 2.0 technology embedded into their lives. Deliberately false information (fake news) is in itself a source of permanent concern as it is rapidly and extensively disseminated due to the strategy of provoking responses of indignation, fear, and surprise.…”

Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador

“…A social media marketing strategy creates two-way communication (P2P) between organizations and current or potential consumers to improve CRM (Customer Relationship Management) (Castillo-Abdul et al, 2021).…”

Influence of Digital Media Marketing and Celebrity Endorsement on Consumer Purchase Intention

“…This brings us to the celebrity endorsement tactic employed by marketers, as consumer attachment to the celebrity has a direct impact on their intention to purchase the endorsed product (Ilicic & Webster, 2011;Nurunnisha et al, 2021), and a celebrity's expertise is a significant determinant of this intention (Ohanian, 1991;Kushwaha et al, 2015). Along with expertise, the celebrity model's attractiveness and trustworthiness have been found to have a direct influence on a consumer's purchase intention (Pornpitakpan, 2004;Castillo-Abdul et al, 2021). In today's world, celebrities can also motivate and influence buyers via digital platforms.…”

“…Positive information and reviews on products and brands are disseminated by digital media marketing platforms to attract more consumers to a product or brand (Castillo-Abdul et al, 2021). As a result, these endorsements assist e-commerce retailers and businesses in gaining the attention and trust of consumers (Geng et al, 2020).…”