Miguel-Pérez, Ana deAramendia Muneta, María Elena2024-10-012024-10-012022Miguel-Pérez, A. D., Aramendia-Muneta, M. E. (2022) Social media marketing strategies in the lingerie industry: the case of Valentine's day campaign in Spain. In Keikhosrokiani P. (Dir.), Handbook of research on consumer behavior change and data analytics in the socio-digital era (pp. 296-328). IGI Global. https://doi.org/10.4018/978-1-6684-4168-8.ch013.978-1-6684-4168-810.4018/978-1-6684-4168-8.ch013https://academica-e.unavarra.es/handle/2454/51893This chapter presents a qualitative and quantitative analysis on the comparison of social media audience, social posts, and engagement over Instagram, Facebook, and Twitter for the main five lingerie brands in Spain during the week prior to Valentine's Day. The results show that a direct relationship between audience growth and posting frequency could not be confirmed but both factors may affect on engagement and content. Indeed, it was demonstrated that giveaways and influencer collaborations as well as carousel and photos received better feedback on average for Instagram and Facebook and GIFs for Twitter. The most obvious finding to emerge is that Instagram received the title of the "social media queen" in terms of audience and engagement in the lingerie industry. Finally, it was stated that strategies such as adapting content to fit with their followers likes to build a community of engaged and loyal followers is related to social media campaign success.application/pdfeng© 2022, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.Social media audienceLingerie brandsinfo:eu-repo/semantics/bookPart2024-10-01info:eu-repo/semantics/openAccess