The Dialogical Potential of Facebook: The Case of Fashion Brands

The Dialogical Potential of Facebook: The Case of Fashion Brands

Fashion

Facebook

social networks

social media

Internet

corporate communication

dialogue

stakeholders

content analysis

The main goal of this study is to examine the communication that fashion brands make through Facebook. It is intended to ascertain if the fashion brands use a communication strategy based on dialogue with their followers. In order to reach the objectives indicated above, a content analysis has been carried out (quantitative methodology) of 326 publications made through Facebook by H&M, Zara and Ralph Lauren between January 1st and June 30th of 2017. The main results of this work show that, although Facebook has a wide dialogical potential, fashion brands do not use it to a great extent. Although we consider appropriate to have analyzed only the social network Facebook given its importance, this situation could be considered as the main limitation of the present study, since the fashion brands could, or not, be taking advantage of the dialogical potential of other social networks, such as Twitter or Instagram. It could be considered that this research stands out for studying a series of variables that allows organizations to know if they are using the dialogical potential offered by digital communication.

Beltrá, Marián Navarro

Medina, Irene Garcia

Correia, Pedro Pereira

International Journal of Interactive Mobile Technologies (iJIM); Vol. 14 No. 04 (2020); pp. 30-43

1865-7923

International Association of Online Engineering (IAOE), Vienna, Austria

2020-03-12

Copyright (c) 2020 Pedro Pereira Correia, Marián Navarro Beltrá, Irene Garcia Medina

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Peer-reviewed Article