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

Date

2023

Authors

Martinicorena-Goñi, Naiara

Director

Publisher

IGI Global
Acceso abierto / Sarbide irekia
Capítulo de libro / Liburuen kapitulua
Versión publicada / Argitaratu den bertsioa

Project identifier

Abstract

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.

Description

Keywords

Instagram, Marketing strategy, Fashion industry, E-marketing

Department

Gestión de Empresas / Enpresen Kudeaketa

Faculty/School

Degree

Doctorate program

item.page.cita

Martinicorena-Goñi, N., Aramendia-Muneta, M. E. (2023) Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement. In Tarnanidis, T., Papachristou, E., Karypidis, M., Ismyrlis V., Social Media and online consumer decision making in the fashion industry (pp. 114-141). IGI Global. https://doi.org/10.4018/978-1-6684-8753-2.ch008.

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