2026-06-29T16:42:00Zhttps://docta.ucm.es/rest/oai/requestoai:docta.ucm.es:20.500.14352/1297152026-01-10T01:10:16Zcom_20.500.14352_14col_20.500.14352_15
Docta Complutense
author
Guerrero Glez-Valerio, Beatriz
author
Ramírez Barredo, Belén
2026-01-09T08:56:36Z
2026-01-09T08:56:36Z
2025-08-13
Ramírez Barredo, B., & Guerrero González-Valerio, B. (2025). Marketing, Narrative and Brand Strategy in Real Time: The Case of #zarastreaming . VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 17(4), 173–185. https://doi.org/10.62161/revvisual.v17.5875
10.62161/revvisual.v17.5875
https://hdl.handle.net/20.500.14352/129715
https://doi.org/10.62161/revvisual.v17.5875
https://visualcompublications.es/revVISUAL/article/view/5875
Live streaming commerce links digital marketing with real-time social interaction, offering a personalised and engaging shopping experience. This model has been successful in China, becoming one of the fastest-growing sales channels. The launch of #zarastreaming is Inditex's first step into the Western market. Using an exploratory research methodology, this paper analyses this event in order to evaluate its relationship with brand strategy and examine the adaptation of the format outside China. A thematic and comparative analysis model is applied to the study of branded content. The results show a high degree of similarity between the pattern used by the brand to generate content on social media and the #zarastreaming event. Among the conclusions, the importance of adapting live shopping to the characteristics of the market so that it contributes positively to the brand strategy stands outEl live streaming commerce vincula el marketing digital con la interacción social en tiempo real, ofreciendo una experiencia de compra cercana y atractiva. Este modelo ha triunfado en China, convirtiéndose en uno de los canales de venta con mayor crecimiento. El lanzamiento de #zarastreaming es el primer paso de Inditex en el mercado occidental. Utilizando una metodología de investigación exploratoria, este trabajo analiza este evento, con el fin de evaluar su relación con la estrategia de marca y examinar la adaptación del formato fuera de China. Para el estudio del branded content se aplica un modelo de análisis temático y comparativo. Los resultados arrojan una elevada similitud entre el patrón utilizado por la marca para generar contenido en redes y el evento de #zarastreaming. Entre las conclusiones destaca la relevancia de adaptar el live shopping a las características del mercado para que contribuya positivamente en la estrategia de marca
eng
Marketing, Narrative and Brand Strategy in Real Time. The Case of #zarastreaming Marketing, Narrativa y Estrategia de Marca en Tiempo Real. El caso de #zarastreaming
journal article
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URL
https://docta.ucm.es/bitstreams/ec1aebea-6d6b-4632-8b41-1cb806a7d302/download
File
MD5
0a191e0d9521f516f7616b2dcf32aab7
1571259
application/pdf
5875_EN.pdf