<?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>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852020000300500</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2020.23.3.5</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Utilización de Facebook como canal de comunicación en el sector de la moda: una comparativa de su vertiente dialógica entre las marcas de moda rápida y de lujo]]></article-title>
<article-title xml:lang="en"><![CDATA[Using Facebook as a Communication Channel in the Fashion Industry: A Comparison of its Dialogical Side between Fast and Luxury Fashion Brands]]></article-title>
<article-title xml:lang="pt"><![CDATA[Utilização do Facebook como canal de comunicação no setor da moda: um estudo comparativo de sua vertente dialógica entre o fast-fashion e as marcas de luxo]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Navarro-Beltrá]]></surname>
<given-names><![CDATA[Marián]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García Medina]]></surname>
<given-names><![CDATA[Irene]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Miquel-Segarra]]></surname>
<given-names><![CDATA[Susana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica de Murcia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Glasgow Caledonian University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>United Kingdom</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,smiquel@uji.es  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2020</year>
</pub-date>
<volume>23</volume>
<numero>3</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852020000300500&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852020000300500&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852020000300500&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las redes sociales, y en concreto Facebook, son frecuentemente utilizadas tanto por la población como por todo tipo de organizaciones. En concreto, las empresas suelen emplear la comunicación digital para crear vínculos emocionales con el usuario. En este sentido, especialmente llamativa resulta la industria de la moda, ya que se trata de un sector en el que se usan con frecuencia las redes sociales. Así, con el propósito de conocer las características de la comunicación digital que se realiza desde el ámbito empresarial, este trabajo se basa en examinar el uso de Facebook por parte de las marcas de moda. Dadas las grandes diferencias que existen dentro de estaindustria, resulta necesario comparar el uso que las marcas de moda rápida y de lujo realizan de esta herramienta de comunicación. Para ello, se lleva a cabo un análisis de contenido de las publicaciones efectuadas entre el 1 de enero y el 30 de junio de 2017 en Facebook por diferentes empresas relacionadas con el ámbito de la moda. Los principales resultados ponen de manifiesto que, pese al interés mostrado por los seguidores de las marcas de moda estudiadas en dialogar, en especial con las de lujo, estas no están aprovechando plenamente las posibilidades de comunicación bidireccional que ofrece Facebook.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo As redes sociais, em específico o Facebook, são com frequência utilizadas tanto pela população quanto pelas organizações. As empresas costumam utilizar a comunicação digital para criar vínculos emocionais com o usuário. Nesse sentido, chama a atenção a indústria da moda, já que se trata de um setor em que as redes sociais são usadas de forma constante. Assim, com o objetivo de conhecer as características da comunicação digital realizada a partir do contexto empresarial, este trabalho se baseia em examinar o uso do Facebook pelas marcas de moda. Tendo em vista as grandes diferenças que há nessa indústria, é necessário comparar o uso que as marcas de fast-fashion e de luxo realizam dessa ferramenta de comunicação. Para isso, é feita uma análise das publicações entre 1° de janeiro e 30 de junho de 2017 no Facebook por diferentes empresas do âmbito da moda. Os principais resultados evidenciam que, embora o interesse mostrado pelos seguidores das marcas de moda estudadas em dialogar em especial com as de luxo, estas não estão aproveitando de forma integral as possibilidades de comunicação bidireccional que o Facebook oferece.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Internet]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[medios sociales]]></kwd>
<kwd lng="es"><![CDATA[Facebook]]></kwd>
<kwd lng="es"><![CDATA[moda]]></kwd>
<kwd lng="es"><![CDATA[análisis de contenido]]></kwd>
<kwd lng="es"><![CDATA[contenido de la programación]]></kwd>
<kwd lng="en"><![CDATA[Internet]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[Facebook]]></kwd>
<kwd lng="en"><![CDATA[fashion]]></kwd>
<kwd lng="en"><![CDATA[content analysis]]></kwd>
<kwd lng="en"><![CDATA[programme content]]></kwd>
<kwd lng="pt"><![CDATA[Internet]]></kwd>
<kwd lng="pt"><![CDATA[redes sociais]]></kwd>
<kwd lng="pt"><![CDATA[mídia social]]></kwd>
<kwd lng="pt"><![CDATA[Facebook]]></kwd>
<kwd lng="pt"><![CDATA[moda]]></kwd>
<kwd lng="pt"><![CDATA[análise de conteúdo]]></kwd>
<kwd lng="pt"><![CDATA[conteúdo de programação]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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