Corporate social responsibility communication of male luxury fashion brands: analysis on Instagram, Facebook and TikTok

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https://doi.org/10.1108/MD-09-2022-1316

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2024

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Emerald Insight
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https://hdl.handle.net/20.500.14352/128549

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Castillo-Abdul B, Ortega Fernandez E, Romero-Rodriguez LM (2024), "Corporate social responsibility communication of male luxury fashion brands: analysis on Instagram, Facebook and TikTok". Management Decision, Vol. 62 No. 2 pp. 471–491, doi: https://doi.org/10.1108/MD-09-2022-1316

Abstract

This study aims to analyze the content on corporate social responsibility (CSR) of Gucci, Prada and Ermenegildo Zegna on the social networks Instagram, Facebook and TikTok in order to examine the focus of the publications of these luxury brands, what type of content is more frequent and which ones generate more interaction and engagement.

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Audiencia y difusión de los medios, Marketing, Comunicación social

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5910.02 Medios de Comunicación de Masas, 6114.13 Marketing, 6308 Comunicaciones Sociales

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