Análisis bibliométrico de estudios sobre la estrategia de contenidos de marca en los medios sociales

Cuevas-Molano, Elena; Sánchez-Cid, Manuel; Matosas-López, Luis

doi:10.32870/cys.v2019i0.7441

Cited by 16 publications

(11 citation statements)

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“…This review corroborates what was found in the systematic literature review on brand strategies in social networks carried out by Cuevas-Molano et al [41]. This study, in which the authors examined publications indexed in the Web of Science (WOS) over the last fourteen years, underlines the heterogeneity of the research carried out in this field.…”

Section: Customer Engagement In Social Networksupporting

confidence: 89%

How to Improve Customer Engagement in Social Networks: A Study of Spanish Brands in the Automotive Industry

Matosas-López

Romero-Ania

2021

JTAER

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The objective of this research is to identify to what extent volumes, components, time slots, and publication topics improve customer engagement with Spanish automotive brands through social networks. The study considers thirteen brands and the total number of publications created by them in 2020 (23,670 publications) on the social network Twitter. Applying machine learning algorithms followed by multiple linear regression techniques, the authors examine how the variables previously mentioned affect a customer engagement indicator developed for this purpose. The results reveal that while publication components (links, mentions, and hashtags) and the publication time slot do not affect customer engagement, the volume of retweets made by the brand and publications on customer experience topics (without a direct commercial purpose) significantly improve the customer engagement indicator. The authors conclude that customer engagement in social networks can only be improved by conducting exhaustive analyses of activity data for these platforms. However, such analyses must not be done via generic multisector analyses, which only generate superficial and inapplicable knowledge, but rather through detailed studies for each sector.

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Section: Customer Engagement In Social Networksupporting

confidence: 89%

How to Improve Customer Engagement in Social Networks: A Study of Spanish Brands in the Automotive Industry

Matosas-López

Romero-Ania

2021

JTAER

Self Cite

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“…The advent of Web 2.0 and the development of ICTs have changed the way organizations communicate with their audiences [4], finding in social networks the ideal platforms to expand relationships beyond physical contact and install, or offer the possibility of doing so, other types of applications to attract and retain users [5]. Thanks to them, communication is now direct, two-way, and in real time.…”

Section: Social Media and Fashion Marketingmentioning

confidence: 99%

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

2021

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Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.

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“…Previous researchs that relevant about bibliometric analysis on branding concept has been carried out, including 1) bibliometric analysis related to brand personality (Lara-Rodríguez et al, 2019), 2) bibliometric analysis related to artificial intelligence on branding (Novichkov et al, 2021), 3) bibliometric analysis of branding trends (Majerova et al, 2021), 4) bibliometric analysis of brand content strategy in social media (Cuevas-Molano et al, 2019), and 5) bibliometric analysis of the New Paradigm Of Branding In Social Media (Avasthi et al, 2021). From the previous research, we can conclude that the research has been published about branding almost in the context of bussiness, so it is an opportunity for us to discuss research trends about branding especially in the context of education.…”

Section: Introductionmentioning

confidence: 99%

Research Trends of Branding In The Context of Eduation: A Bibliometric Analysis

Rahmawati

Fanisyah

Chaeruman

et al. 2022

AIJP

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One of the efforts to deal with the development of world globalization and competition in winning the market is to do branding. The purpose of this study is to identify trending topics about branding in the context of education. This research method using the bibliometric or quantitative approach for analyzing and mapping of information with the help of the Scopus database, VOSviewer for data visualization, and Tableau for data display. Based on our results of analysis, we have obtained 841 publications of branding and 163 branding publication documents related to branding in the context of education. Furthermore, we have defined the development of publications, the most leading countries, subject area, affiliations, source title, author, cited by sources, and kind of research topics related to branding strategies in the context of education. The study contributes by highlighting the trends of branding in the context of education. We also underline that the small number and instability of branding research in the educational context provide opportunities for branding research in the context of education. Despite the results of our analysis in this study, there are still weaknesses that still need to be considered. Further, future research should analyze relevant research clusters for emerging trends on branding in the context of education.

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Análisis bibliométrico de estudios sobre la estrategia de contenidos de marca en los medios sociales

Cited by 16 publications

References 0 publications

How to Improve Customer Engagement in Social Networks: A Study of Spanish Brands in the Automotive Industry

How to Improve Customer Engagement in Social Networks: A Study of Spanish Brands in the Automotive Industry

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

Research Trends of Branding In The Context of Eduation: A Bibliometric Analysis

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