Social media, relationship marketing and corporate ESG performance

Ye, Xu; Hou, Rong; Wang, Shihan; Omar, Nor Asiah Binti

doi:10.1016/j.frl.2024.105288

Finance Research Letters

2024

DOI: 10.1016/j.frl.2024.105288

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Social media, relationship marketing and corporate ESG performance

Xu Ye,

Rong Hou,

Shihan Wang

et al.

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2024

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Cited by 3 publications

References 17 publications

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Human capital and corporate social investment: The effect of public policy

Tang,

Sun

2024

Finance Research Letters

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Human capital and corporate social investment: The effect of public policy

Tang,

Sun

2024

Finance Research Letters

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Corporate ESG competitive disadvantage and cost of debt financing

Zhang,

Xu,

Shu

et al. 2024

Finance Research Letters

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Tendencia al escándalo como estrategia de marketing en moda textil: el caso Zara

Alegría-Varona,

Benites-Alejandría

2024

uni

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the last decade, various unorthodox tactics have gained prominence, notably the use of scandal. This article seeks to demonstrate the existence of a tendency to scandal as a marketing strategy developedby the Zara brand during the decade from 2014 to 2023; and demonstrate that it is correlated with increased sales. Using a mixed methodology, a case study is carried out based on content analysis by designing a database on ten Zara launches, at the rate of one product per year in the last decade. These launches stood out for their countercultural advertising aimed at certain consumer segments. Furthermore,the multivariate correlation between sales and scandal factors was calculated. The results showthe trend towards the brand’s annual scandal through tables and data triangulation, supported by graphs that represent the level of annual sales, the volume of followers on social networks, news of scandals and geographical distribution. The study concludes that the Zara brand used controlled scandal as a marketing strategy in the last decade. This tactic is characteristic of the network society, which bases itsdecisions on recommendations or events rather than on traditional advertising, thus achieving a higheffectiveness ratio.

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Social media, relationship marketing and corporate ESG performance

Cited by 3 publications

References 17 publications

Human capital and corporate social investment: The effect of public policy

Human capital and corporate social investment: The effect of public policy

Corporate ESG competitive disadvantage and cost of debt financing

Tendencia al escándalo como estrategia de marketing en moda textil: el caso Zara

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