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Article
Publication date: 16 August 2021

Bárbara Castillo-Abdul, Ana Pérez-Escoda and Sabina Civila

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…

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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.

Details

Corporate Governance: The International Journal of Business in Society, vol. 22 no. 3
Type: Research Article
ISSN: 1472-0701

Keywords

Article
Publication date: 9 June 2022

Elena Borau-Boira, Ana Pérez-Escoda and Cristina Ruiz-Poveda Vera

The aim of this paper is to study the challenges of digital advertising from the characterization of the influencer phenomenon based on the perceptions of two different…

Abstract

Purpose

The aim of this paper is to study the challenges of digital advertising from the characterization of the influencer phenomenon based on the perceptions of two different and non-consecutive generations, explored from the perspective of parasocial relationships

Design/methodology/approach

Using a quantitative methodology design and a descriptive approach, a study is presented on a sample of 449 individuals belonging to two generational niches, generation Z (N = 227) and generation X (N = 222). For the study, characterization parameters have been defined based on existing literature, defining five-dimension conceptualization: strength, fairness, engagement, trustworthiness and social role.

Findings

The results point to a different perception of the phenomenon in some aspects that allow an intergenerational portrait of the figure of the influencer to be made. The findings of the study are innovative because they were not previously available and transcend academia to serve the companies that proliferate in the representation and management of influencers, as the characterization of this figure is important for the identification of key aspects in the adjustment of products and messages offered to a certain public of a specific population niche, both for advertising companies and for media and institutions.

Originality/value

The study reveals interesting challenges for digital advertising from the audience's perceptions about influencers, highlighting the relevance of influencers which clearly contributes to a better understanding of more efficient strategies on digital advertising.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

Keywords

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