Resumen

NAVARRO-BELTRA, Marián; GARCIA MEDINA, Irene  y  MIQUEL-SEGARRA, Susana. Using Facebook as a Communication Channel in the Fashion Industry: A Comparison of its Dialogical Side between Fast and Luxury Fashion Brands. Palabra Clave [online]. 2020, vol.23, n.3, e2335.  Epub 09-Jun-2020. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2020.23.3.5.

Both people and all kinds of organizations frequently use social media, especially Facebook. Companies in particular resort to digital communication to create emotional bonds with users, which is the case of the fashion industry. To identify the features of digital communication in business, this paper examines the use of Facebook by fashion brands. Given the substantial differences within this industry, it is necessary to compare how fast and luxury fashion brands operate this networking tool. For this, content analysis is performed on Facebook posts published by various fashion-related companies between January 1 and June 30, 2017. The main results show that, despite the interest of followers of the studied fashion brands in having a conversation, especially with luxury brands, these are not taking full advantage of the two-way communication possibilities offered by Facebook.

Palabras clave : Internet; social networks; social media; Facebook; fashion; content analysis; programme content.

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