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| Format: | Artículo científico |
| Language: | en |
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Universidad del Valle
2018
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| Online Access: | https://www.redalyc.org/articulo.oa?id=225068642002 https://www.redalyc.org/journal/2250/225068642002/ https://www.redalyc.org/journal/2250/225068642002/html/ https://www.redalyc.org/journal/2250/225068642002/225068642002.epub https://www.redalyc.org/journal/2250/225068642002/movil |
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Table of Contents:
- Using social media to enhance stakeholder engagement in the fashion industry: the case of Inditex Juana Alonso-Cañadas Federico Galán-Valdivieso Laura Saraite-Sariene María del Mar Gálvez-Rodríguez Administración y Contabilidad Zara Fashion Online interaction Online participation Social networking sites There is no doubt that Inditex Group has had an impact on fashion retailers’ industry, with this company group being considered as one of the trendsetters in such industry. Based on that, the objective of paper is twofold: the first is to analyse the different levels of online engagement reached by the Inditex Group via social media, and the second is to analyse the main characteristics that cause the online participation reached, focusing in the online engagement that motivates giving a feedback. For this purpose, the Facebook pages of the eight retail brands of this group have been analysed. Results show that, in the context of fashion retailers’ industry, social media activity does not necessarily entail higher levels of stakeholder engagement. Furthermore, topics should be focused on new collections and tutorials or tips of beauty and fashion to engage stakeholders in commenting posts. Likewise, the content should be presented using diverse formats in order to provide complete and entertaining information. Finally, and regardless of the target segment, publications should be made during the week and outside of working hours. 2018 artículo científico 0120-4645 https://www.redalyc.org/articulo.oa?id=225068642002 https://www.redalyc.org/journal/2250/225068642002/ https://www.redalyc.org/journal/2250/225068642002/html/ https://www.redalyc.org/journal/2250/225068642002/225068642002.epub https://www.redalyc.org/journal/2250/225068642002/movil 10.25100/cdea.v34i61.6360 en http://www.redalyc.org/revista.oa?id=2250 Cuadernos de Administración application/pdf Universidad del Valle Cuadernos de Administración (Colombia) Num.61 Vol.34