<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0120-4645</journal-id>
<journal-title><![CDATA[Cuadernos de Administración (Universidad del Valle)]]></journal-title>
<abbrev-journal-title><![CDATA[cuad.adm.]]></abbrev-journal-title>
<issn>0120-4645</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Valle]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-46452018000200003</article-id>
<article-id pub-id-type="doi">10.25100/cdea.v34i61.6360</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Using social media to enhance stakeholder engagement in the fashion industry: the case of Inditex]]></article-title>
<article-title xml:lang="es"><![CDATA[El uso de social media para mejorar el compromiso de los stakeholders en el sector de la moda: el caso Inditex]]></article-title>
<article-title xml:lang="fr"><![CDATA[L&#8217;utilisation des medias sociaux pour améliorer l&#8217;engagement des parties prenantes dans le secteur de la mode: l&#8217;affaire Inditex]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alonso-Cañadas]]></surname>
<given-names><![CDATA[Juana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Galán-Valdivieso]]></surname>
<given-names><![CDATA[Federico]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Saraite-Sariene]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gálvez-Rodríguez]]></surname>
<given-names><![CDATA[María del Mar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Almería Department of Business and Economics ]]></institution>
<addr-line><![CDATA[Almería ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Almería Department of Business and Economics ]]></institution>
<addr-line><![CDATA[Almería ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Almería Department of Business and Economics ]]></institution>
<addr-line><![CDATA[Almería ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad de Almería Department of Business and Economics ]]></institution>
<addr-line><![CDATA[Almería ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<volume>34</volume>
<numero>61</numero>
<fpage>3</fpage>
<lpage>16</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-46452018000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-46452018000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-46452018000200003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract There is no doubt that Inditex Group has had an impact on fashion retailers&#8217; industry, with this company group being considered as one of the trendsetters in such industry. Based on that, the objective of paper is twofold: the first is to analyse the different levels of online engagement reached by the Inditex Group via social media, and the second is to analyse the main characteristics that cause the online participation reached, focusing in the online engagement that motivates giving a feedback. For this purpose, the Facebook pages of the eight retail brands of this group have been analysed. Results show that, in the context of fashion retailers&#8217; industry, social media activity does not necessarily entail higher levels of stakeholder engagement. Furthermore, topics should be focused on new collections and tutorials or tips of beauty and fashion to engage stakeholders in commenting posts. Likewise, the content should be presented using diverse formats in order to provide complete and entertaining information. Finally, and regardless of the target segment, publications should be made during the week and outside of working hours.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El impacto que el Grupo Inditex tiene en la industria de distribución minorista de textil es indudable, ya que este grupo empresarial es considerado como uno de los líderes que marcan tendencias en el comportamiento de dicha industria. Con base en este contexto, el objetivo del documento es doble. En primer lugar, analizar los diferentes niveles de compromiso en línea alcanzados por el Grupo Inditex a través de las redes sociales. En segundo lugar, analizar las características que provocan la participación en línea lograda. En particular, el compromiso en línea que genera comentarios. Con este fin, se analizaron las páginas de Facebook de las ocho marcas minoristas de este grupo. Como principales conclusiones, en el contexto de la industria de distribución minorista de textil, la actividad de las redes sociales no se corresponde necesariamente con niveles más altos de participación de las partes interesadas. Del mismo modo, para involucrar a los interesados en dar comentarios a las publicaciones, los temas deben centrarse en nuevas colecciones y tutoriales / consejos de belleza y moda. Asimismo, el contenido debe ser presentado utilizando diversos formatos para proporcionar información completa y entretenida. Finalmente, con independencia del segmento objetivo, las publicaciones deben realizarse durante la semana y fuera de las horas de trabajo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[Résumé L&#8217;impact du groupe Inditex sur le secteur de la distribution de textile est indéniable, ce groupe étant considéré comme l&#8217;un des leaders qui définit les tendances dans le comportement de cette industrie. Sur la base de ce contexte, l&#8217;objectif du document est double. Premièrement, il faut analyser les différents niveaux d&#8217;engagement en ligne atteints par le groupe Inditex via les réseaux sociaux. Deuxièmement, analyser les caractéristiques qui mènent à une participation réussie en ligne. En particulier, l&#8217;engagement en ligne qui crée des commentaires. À cette fin, les pages Facebook des huit marques de détail de ce groupe ont été analysées. Comme principales conclusions, dans le cadre du commerce de distribution de détail textile, l&#8217;activité des réseaux sociaux ne correspond pas nécessairement à des niveaux plus élevés de participation des parties prenantes. De la même manière, pour impliquer les personnes intéressées à donner des commentaires sur les publications, les thèmes devraient se concentrer sur les nouvelles collections et les tutoriels, conseils de beauté et de mode. De même, le contenu doit être présenté sous différents formats pour fournir des informations complètes et divertissantes. Finalement, quel que soit le segment cible, les publications doivent être effectuées en semaine et en dehors des heures de travail.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Online interaction]]></kwd>
<kwd lng="en"><![CDATA[Fashion]]></kwd>
<kwd lng="en"><![CDATA[Zara]]></kwd>
<kwd lng="en"><![CDATA[Online participation]]></kwd>
<kwd lng="en"><![CDATA[Social networking sites]]></kwd>
<kwd lng="en"><![CDATA[Bidirectional communication]]></kwd>
<kwd lng="es"><![CDATA[Interacción online]]></kwd>
<kwd lng="es"><![CDATA[Moda]]></kwd>
<kwd lng="es"><![CDATA[Zara]]></kwd>
<kwd lng="es"><![CDATA[Participación online]]></kwd>
<kwd lng="es"><![CDATA[Plataforma online]]></kwd>
<kwd lng="fr"><![CDATA[Interaction en ligne]]></kwd>
<kwd lng="fr"><![CDATA[Mode]]></kwd>
<kwd lng="fr"><![CDATA[Zara]]></kwd>
<kwd lng="fr"><![CDATA[Participation en ligne]]></kwd>
<kwd lng="fr"><![CDATA[Plateforme en ligne]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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