Digital Communication Strategy in the Fashion Franchise Sector. The Zara Case on Facebook
Abstract
Research on social networks in the field of fashion franchises reveals a need for guidelines in communication management that serve the development of efficient digital communication strategies following the relational and collaborative paradigm. To this end, this research aims to infer the features of the communication strategy of one of the most internationally representative brands in the analysed sector: Zara. The methodology proposed is descriptive and combines the bibliographic review with a quantitative content analysis to study the evolution of the brand’s communication strategy. The results reveal a clearly defined adaptative strategy which, together with the results obtained in terms of user interaction, validate it as a reference model. Finally, a series of guidelines for communication management on Facebook for fashion brands aimed at stakeholders with a similar profile to those of the analysed brand is proposed.
Downloads
Article download
Crossmark
License
In order to support the global exchange of knowledge, the journal Área Abierta. Revista de comunicación audiovisul y publicitaria is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
Área Abierta. Revista de Comunicación Audiovisual y Publicitaria is an open access journal that does not charge authors for article processing (submission, review or editing) or publication.
