RT Journal Article
T1 Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik
A1 Castillo Abdul, Bárbara
A1 Bonilla del Río, Mónica
A1 Núñez Barriopedro, Estela
AB Social networks are particularly significant in marketing and advertising because theyprovide platforms that offer interactive network channels to develop consumer brands. Among themost useful platforms of this type for capturing leads for businesses of the business to customerare Facebook®. In this sense, this research aims to analyze the degree of influence and relationshipbetween Branded Content and the social media consumer interactions of the luxury fashion firmManolo Blahnik in the mentioned network. This analysis allows us to see what type of content ismore effective in social networks. To do this, an exploratory study was implemented with a review ofthe literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVAanalysis with SPSS software. The conclusion is that social networks facilitate interaction betweenbrands and their followers, allowing the content and messages disseminated to achieve greaterimpact and commitment to the public and, therefore, increase the engagement between the brandand followers.
PB MDPI
SN 2304-6775
YR 2021
FD 2021-03
LK http://hdl.handle.net/10272/19790
UL http://hdl.handle.net/10272/19790
LA eng
NO Castillo Abdul, B., Bonilla del Río, M., & Núñez Barriopedro, E. (2021). Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik. Publications, 9(1), 10. DOI: https://doi.org/10.3390/publications9010010
NO This work is conducted within the framework of “Alfamed” (Euro-American Network ofResearchers), with the support of the R+D Project “YouTubers and Instagrammers: Media Compe-tence in Emerging Prosumers” (RTI2018-093303-B-I00), financed by the State Research Agency of theSpanish Ministry of Science, Innovation and Universities and the European Regional DevelopmentFund (ERDF).
DS Repositorio Institucional de la Universidad de Huelva
RD 31 may 2026