Engagement, redes sociales y moda internacional. La boda real de Harry-Meghan Markle

  1. Eduardo Villena Alarcón
  2. Jesús Segarra-Saavedra
Revista:
Revista de comunicación

ISSN: 1684-0933 2227-1465

Ano de publicación: 2020

Volume: 19

Número: 2

Páxinas: 303-318

Tipo: Artigo

DOI: 10.26441/RC19.2-2020-A17 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: Revista de comunicación

Resumo

La evolución de Internet y la penetración de las redes sociales ha modificado la forma de comunicar que tenía la moda. Atrás han quedado modelos de comunicación que situaban a los medios tradicionales en el centro de su gestión estratégica. Las nuevas tendencias contextualizan las redes sociales como eje vertebrador de la relación con los públicos. Las bodas reales son una herramienta fundamental para las firmas de moda participantes en el evento gracias a su amplio potencial como instrumento para difundir mensajes. El texto apuesta por el estudio de caso múltiple para vincular las principales marcas de moda internacionales con los eventos especiales y acude al análisis de contenido de los perfiles de redes sociales en los que las firmas protagonistas tienen presencia. Los resultados revelan cómo los públicos reaccionan a los esfuerzos comunicativos realizados y lo pertinente de recurrir a estos actos para mejorar el compromiso con los stakeholders.

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