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The dialogical potential of Facebook: the case of fashion brands

2020Journal article Open access
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dc.contributor.authorNavarro-Beltrá, Marián
dc.contributor.authorIrene Garcia, Medina
dc.contributor.authorCorreia, Pedro Á. P.
dc.date.accessioned2022-11-10T14:59:58Z
dc.date.available2022-11-10T14:59:58Z
dc.date.issued2020
dc.description.abstractThe 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 im portance, 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 con sidered 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationNavarro-Beltrá, M., Medina, I. G., & Correia, P. A. (2020). The Dialogical Potential of Facebook: The Case of Fashion Brands. International Journal of Interactive Mobile Technologies, 14(4), 30-43.pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.13/4760
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherInternational Association of Online Engineering (IAOE)pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectFashionpt_PT
dc.subjectFacebookpt_PT
dc.subjectSocial networkspt_PT
dc.subjectSocial mediapt_PT
dc.subjectInternetpt_PT
dc.subjectCorporate communicationpt_PT
dc.subjectDialoguept_PT
dc.subjectStakeholderspt_PT
dc.subjectContent analysispt_PT
dc.subject.pt_PT
dc.subjectFaculdade de Ciências Sociaispt_PT
dc.titleThe dialogical potential of Facebook: the case of fashion brandspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage43pt_PT
oaire.citation.issue4pt_PT
oaire.citation.startPage30pt_PT
oaire.citation.titleInternational Journal of Interactive Mobile Technologies (iJIM)pt_PT
oaire.citation.volume14pt_PT
person.familyNameCorreia
person.givenNamePedro
person.identifier.ciencia-id811A-FB6C-6BE1
person.identifier.orcid0000-0003-3886-2530
person.identifier.scopus-author-id56432467900
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication930138d5-660f-4471-9841-f9219f624ddc
relation.isAuthorOfPublication.latestForDiscovery930138d5-660f-4471-9841-f9219f624ddc

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