Abstract
This 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.
TopThese days the use of Internet and social media are deep communicator drivers, whose purpose are to socialize (Tham et al., 2013) or to share information (De Valck et al., 2009) and to create community (Brodie et al., 2013). Consequently, companies have evolved and adapted to last technological advances by means of using digital and social media marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs to engage consumers anywhere via their digital devices.
Social Media Marketing is defined as a form of digital marketing that uses social networking platforms to increase brand and product exposure and to cultivate relationships with consumers (De Vries et al., 2017). It is worthy to mention the role of social media, where consumers are able to socialize, sharing opinions, videos, pictures among others (Kümpel et al., 2015).
Key Terms in this Chapter
Engagement: The measurement of comments, likes, and shares in social networks.
Social Post: Publishing or sharing something on social media.
Primark: Irish fast-fashion brand born in 1969.
Instagram: Online photo-and video sharing social network platform that was acquired by Facebook in 2012.
Twitter: Microblogging online social media network platform founded in 2006.
Oysho: Spanish lingerie brand born in 2001 belonging to Inditex Group.
Women'secret: Spanish lingerie brand born in1993 belonging to Tendam Group.
Intimissimi: Italian lingerie brand born in 1996 belonging to Calzedonia Group.
Audience: People who are interested in content, products, or services.
Community: A group of people which members relate common experiences and interests.
Tezenis: Italian lingerie belonging to Calzedonia Group.
Facebook: Online social media network platform founded in 2004.