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- Title
LA WEB Y LA SALA DE PRENSA COMO HERRAMIENTAS DE RELACIONES PÚBLICAS EN LA COMUNICACIÓN DE MODA.
- Authors
PARICIO ESTEBAN, MARÍA PILAR; ALMERICH, SANDRA FEMENÍA; DEL OLMO ARRIAGA, JOSÉ LUIS; VALLE, MARÍA SÁNCHEZ
- Abstract
Fashion universe has undergone a transformation in its methods and communication model in the new digital scene. In this context, web pages and press rooms are two key tactics in the management of public relations of fashion companies being interactive channels that can promote dialogue with stakeholders. The research analyzes the use of these two tools in the main Spanish companies (Moda.es Fashion Map, 2017 and 2018): Inditex, Mango, Tendam, Desigual, Pepe Jeans, Tous, Mayoral, Sociedad Textil Lonia, Camper, Punt Roma, Bimba y Lola, Pronovias, Liwe, Merkal, MARYPAZ and Adolfo Domínguez. In this paper, the applied methodology is quantitative and two categorical content analyzes are done (Bardin, 1996). The results of the research indicate that most companies opt for web pages where the commercial role is prioritized, relegating corporate information to less visible spaces, with a low level of interaction with the public. It stands out the reduced use of the press room linked to the corporate website, finding exceptions such as Inditex. From the study of the two tools this research concludes a predominance of public relations models, bidirectional asymmetric and mixed motivation.
- Publication
Revista Prisma Social, 2019, Issue 24, p99
- ISSN
1989-3469
- Publication type
Academic Journal