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Uso de Instagram para la comunicación de las marcas de moda de lujo
dc.contributor.author | Velar Lera, Marga | |
dc.contributor.author | Herrera Damas, Susana | |
dc.contributor.author | González Aldea, Patricia | |
dc.date.accessioned | 2020-11-17T14:58:01Z | |
dc.date.available | 2020-11-17T14:58:01Z | |
dc.date.issued | 2020-11-13 | |
dc.identifier.citation | Velar-Lera, M., Herrera-Damas, P. y González-Aldea, P. (2020). Uso de Instagram para la comunicación de las marcas de moda de lujo. Palabra Clave, 23(4), e2344. https://doi.org/10.5294/pacla.2020.23.4.4 | es_CO |
dc.identifier.issn | 0122-8285 | |
dc.identifier.other | https://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/11657 | |
dc.identifier.other | https://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/11657/pdf | |
dc.identifier.uri | http://hdl.handle.net/10818/44384 | |
dc.description | 32 páginas | es_CO |
dc.description.abstract | En un contexto de cambios globales, el propósito de esta investigación fue examinar de qué modo las marcas de moda de lujo pueden aprovechar este canal en su comunicación de marca y cómo lo están haciendo. Para ello, llevamos a cabo un análisis de contenido de las publicaciones realizadas por veinte marcas seleccionadas según criterios de antigüedad, relevancia y actividad digital. El periodo de estudio comprendía seis meses (julio-diciembre de 2017) para recoger la actividad en periodos de “normalidad” e intensidad. El corpus integrado por 6.977 publicaciones fue codificado a partir de un mismo código que incluía variables relativas al contenido y a cuestiones de tipo formal. Los resultados indican que las marcas de moda de lujo todavía no han diseñado estrategias específicas para Instagram. Advertimos que existe poca diferencia entre los contenidos que publican. La mayoría comparte un mismo patrón: presentan la marca en espacios similares (habitualmente en eventos o con fondos neutros), los personajes suelen encarnar uno o dos arquetipos y las imágenes suelen ser inexpresivas. Las marcas tampoco aprovechan la capacidad que ofrece Instagram para estimular la participación y generar comunidad. Solo lo hace el 3,7 % del total de la muestra. De esta forma, concluimos que las marcas de moda de lujo en Instagram todavía no han logrado desarrollar una comunicación atractiva que genere interés y en la que realmente se busque construir la marca de un modo que se involucre a todos los públicos interesados. | spa |
dc.description.abstract | Amid global changes, this research intends to examine how luxury fashion brands can leverage this channel for brand communication and how they do it now. For this, we carried out a content analysis of the photos posted by 20 brands selected according to age, relevance, and digital activity criteria. The study period comprises six months ( July–December 2017) to collect data during “normal” and intense periods. The integrating corpus of 6,977 posts was coded using the same code that included variables related to contents and formal questions. The results indicate that luxury fashion brands have not yet designed specific strategies for Instagram. We note little difference between the content they publish. Most share the same pattern: they exhibit the brand in similar spaces (usually at events or with neutral backgrounds), the characters often embody one or two archetypes, and images are often inexpressive. Brands do not take advantage of Instagram’s ability to stimulate participation and create community neither; only 3.7% of the total sample do so. In brief, luxury fashion brands on Instagram have not yet developed attractive communication that holds followers’ attention and actually builds the brand to engage the interested audiences. | eng |
dc.format | application/pdf | es_CO |
dc.language.iso | spa | es_CO |
dc.publisher | Universidad de La Sabana | es_CO |
dc.relation.ispartofseries | Palabra Clave, 23(4), e2344 | |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.source | instname:Universidad de La Sabana | es_CO |
dc.source | reponame:Intellectum Repositorio Universidad de La Sabana | es_CO |
dc.subject.other | Branding | eng |
dc.subject.other | Marcas de moda de lujo | spa |
dc.subject.other | IInstagram | eng |
dc.subject.other | Análisis de contenido | spa |
dc.title | Uso de Instagram para la comunicación de las marcas de moda de lujo | es_CO |
dc.title.alternative | Using Instagram for Communication of Luxury Fashion Brands | es_CO |
dc.title.alternative | Uso do Instagram para a comunicação das marcas de moda de luxo | es_CO |
dc.type | article | es_CO |
dc.publisher.department | Dirección de Publicaciones | |
dc.type.hasVersion | publishedVersion | es_CO |
dc.rights.accessRights | openAccess | es_CO |
dc.identifier.doi | https://doi.org/10.5294/pacla.2020.23.4.4 | |
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dc.identifier.eissn | 2027-534X |
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