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Social media fostering happiness management: three luxury brands case study on Instagram

Bárbara Castillo-Abdul (Rey Juan Carlos University, Madrid, Spain, and ESAI Business School, University Espiritu Santo, Guayaquil, Ecuador)
Ana Pérez-Escoda (Universidad Antonio de Nebrija, Madrid, Spain)
Sabina Civila (Universidad de Huelva, Huelva, Spain)

Corporate Governance

ISSN: 1472-0701

Article publication date: 16 August 2021

Issue publication date: 4 May 2022

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Abstract

Purpose

This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content.

Design/methodology/approach

This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories.

Findings

The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both “Happiness” and “Health and safety” content.

Originality/value

This study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.

Keywords

Acknowledgements

This work is conducted within the framework of ‘Alfamed’ (Euro-American Network of Researchers), with the support of the R+D Project YOUTUBERS AND INSTAGRAMMERS: MEDIA COMPETENCE IN EMERGING PROSUMERS (RTI2018-093303-B-I00), financed by the State Research Agency of the Spanish Ministry of Science, Innovation and Universities and the European Regional Development Fund (ERDF).

Citation

Castillo-Abdul, B., Pérez-Escoda, A. and Civila, S. (2022), "Social media fostering happiness management: three luxury brands case study on Instagram", Corporate Governance, Vol. 22 No. 3, pp. 491-505. https://doi.org/10.1108/CG-05-2021-0201

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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