Engagement, redes sociales y moda internacional. La boda real de Harry-Meghan Markle
DOI:
https://doi.org/10.26441/RC19.2-2020-A17Palabras clave:
engagement, formato publicitario no convencional, stakeholders, moda, relaciones públicas, boda realResumen
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.
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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
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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
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