Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement

About 1,000 million users are active on Instagram monthly, and the number of daily users is 500 million. Fifty percent of Instagrammers follow at least one business account, and 130 million Instagrammers tap on a shopping post to learn about products offered in the app every month. Moreover, more th...

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Detalhes bibliográficos
Autores: Martinicorena-Goñi, Naiara, Aramendia Muneta, María Elena
Formato: capítulo de livro
Estado:Versión publicada
Fecha de publicación:2023
País:España
Recursos:Universidad Pública de Navarra
Repositorio:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
OAI Identifier:oai:academica-e.unavarra.es:2454/51901
Acesso em linha:https://hdl.handle.net/2454/51901
Access Level:acceso abierto
Palavra-chave:Instagram
Marketing strategy
Fashion industry
E-marketing
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spelling Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagementMartinicorena-Goñi, NaiaraAramendia Muneta, María ElenaInstagramMarketing strategyFashion industryE-marketingAbout 1,000 million users are active on Instagram monthly, and the number of daily users is 500 million. Fifty percent of Instagrammers follow at least one business account, and 130 million Instagrammers tap on a shopping post to learn about products offered in the app every month. Moreover, more than 200 million Instagrammers visit at least one business profile every day. The objective of the study is to assess the Instagram strategy of four of the main fast fashion brands: Zara, H&M, Mango, and Forever 21. Results show videos achieve 3.88 times more engagement than pictures. The effect of the shopping bag tool, which has been recently introduced, is very promising: the pictures with the shopping bag tool achieved a 121.03% higher average. The authors also found spontaneity increases engagement, while Zara, H&M, and Mango posts experienced an increase in the average likes in the pictures that had faces in them.IGI GlobalGestión de EmpresasEnpresen Kudeaketa2023info:eu-repo/semantics/bookPartinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://hdl.handle.net/2454/51901reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarrainstname:Universidad Pública de NavarraInglés© 2023, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.info:eu-repo/semantics/openAccessoai:academica-e.unavarra.es:2454/519012026-06-17T12:41:47Z
dc.title.none.fl_str_mv Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement
title Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement
spellingShingle Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement
Martinicorena-Goñi, Naiara
Instagram
Marketing strategy
Fashion industry
E-marketing
title_short Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement
title_full Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement
title_fullStr Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement
title_full_unstemmed Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement
title_sort Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement
dc.creator.none.fl_str_mv Martinicorena-Goñi, Naiara
Aramendia Muneta, María Elena
author Martinicorena-Goñi, Naiara
author_facet Martinicorena-Goñi, Naiara
Aramendia Muneta, María Elena
author_role author
author2 Aramendia Muneta, María Elena
author2_role author
dc.contributor.none.fl_str_mv Gestión de Empresas
Enpresen Kudeaketa
dc.subject.none.fl_str_mv Instagram
Marketing strategy
Fashion industry
E-marketing
topic Instagram
Marketing strategy
Fashion industry
E-marketing
description About 1,000 million users are active on Instagram monthly, and the number of daily users is 500 million. Fifty percent of Instagrammers follow at least one business account, and 130 million Instagrammers tap on a shopping post to learn about products offered in the app every month. Moreover, more than 200 million Instagrammers visit at least one business profile every day. The objective of the study is to assess the Instagram strategy of four of the main fast fashion brands: Zara, H&M, Mango, and Forever 21. Results show videos achieve 3.88 times more engagement than pictures. The effect of the shopping bag tool, which has been recently introduced, is very promising: the pictures with the shopping bag tool achieved a 121.03% higher average. The authors also found spontaneity increases engagement, while Zara, H&M, and Mango posts experienced an increase in the average likes in the pictures that had faces in them.
publishDate 2023
dc.date.none.fl_str_mv 2023
dc.type.none.fl_str_mv info:eu-repo/semantics/bookPart
info:eu-repo/semantics/publishedVersion
format bookPart
status_str publishedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2454/51901
url https://hdl.handle.net/2454/51901
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv IGI Global
publisher.none.fl_str_mv IGI Global
dc.source.none.fl_str_mv reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
instname:Universidad Pública de Navarra
instname_str Universidad Pública de Navarra
reponame_str Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
collection Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,228081

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