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Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram

Author

Listed:
  • Bárbara Castillo-Abdul

    (Department of Communication Sciences and Sociology, Rey Juan Carlos University, Spain / ESAI Business School, Espiritu Santo University, Ecuador)

  • Ana Pérez-Escoda

    (Department of Communication, University Antonio de Nebrija, Spain)

  • Estela Núñez-Barriopedro

    (Department of Economics and Business Management, University of Alcalá, Spain)

Abstract

Social networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most-used social network globally in 2021. As such, branded content is expected to increase the brand’s likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content communication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram’s social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study’s conclusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumers.

Suggested Citation

  • Bárbara Castillo-Abdul & Ana Pérez-Escoda & Estela Núñez-Barriopedro, 2022. "Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram," Media and Communication, Cogitatio Press, vol. 10(1), pages 185-197.
    • Handle: RePEc:cog:meanco:v:10:y:2022:i:1:p:185-197
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    References listed on IDEAS

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    1. Kong, Hyun Min & Witmaier, Alexander & Ko, Eunju, 2021. "Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands," Journal of Business Research, Elsevier, vol. 131(C), pages 640-651.
    2. Mary Beth Pinto & Arpan Yagnik, 2017. "Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 49-67, January.
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    1. Azucena Penelas-Leguía & Estela Nunez-Barriopedro & Jose María López-Sanz & Rafael Ravina-Ripoll, 2023. "Positioning analysis of Spanish politicians through their Twitter posts versus Spanish public opinion," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    2. Valentina Carfora & Patrizia Catellani, 2022. "Advertising Innovative Sustainable Fashion: Informational, Transformational, or Sustainability Appeal?," Sustainability, MDPI, vol. 14(23), pages 1-21, December.
    3. Tagreed Saleh Abalkhail, 2023. "The impact of country of origin on consumer purchase decision of luxury vs. fast fashion: case of Saudi female consumers," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-9, December.
    4. RakGun Hwang & MinKyung Lee, 2022. "The Influence of Music Content Marketing on User Satisfaction and Intention to Use in the Metaverse: A Focus on the SPICE Model," Businesses, MDPI, vol. 2(2), pages 1-15, April.

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