Vaño Planells, Maria, Calduch-Losa, Ángeles and Orduña-Malea, Enrique Análisis descriptivo de la presencia web de las empresas españolas del sector de la moda., 2016 . In Comunica2: Congreso Internacional sobre redes sociales, Gandia (Valencia). [Conference paper]
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English abstract
In order to increase the number of sales and spread the company's brand among users, any company needs to have strong web presence. It will allow the company to get further dissemination of their products and engagement with its users. However, not all sectors conform equal to the social web. Specifically, the fashion industry (one of the most annual sales generated in Spain), it is a case of special interest due to its market characteristics. The main objective of this study is to analyse the web presence of the Spanish fashion companies, gathered by the “Fashion from Spain” directory (April 2015). Based on the 1,300 companies identified, it has been verified the existence of an official web presence through a website or any profile on the following social platforms: Facebook, Twitter, Instagram, Pinterest, Youtube and Google+.
Spanish abstract
Cualquier empresa precisa disponer en la actualidad de una sólida presencia web para obtener una mayor difusión de sus productos y generar engagement con sus usuarios, con el propósito tanto de producir un mayor número de ventas como de ampliar la difusión su marca. No obstante, no todos los sectores se amoldan igual a la Web social. En concreto, el sector de la moda (uno de los que más ventas anuales genera en España), dadas sus características y mercado, presenta un caso de especial interés. El objetivo principal del trabajo es conocer la presencia en la Web de las empresas de moda españolas, identificadas en el portal Fashion from Spain (abril de 2015). Para ello, a partir de las 1.300 empresas identificadas, se ha comprobado la existencia de una presencia web oficial, a través de una sede web o un perfil en las siguientes plataformas: Facebook, Twitter, Instagram, Pinterest, Youtube, y Google+.
Item type: | Conference paper |
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Keywords: | Cibermetría; Presencia online; Redes sociales; Sitios web; Moda; Análisis descriptivo; España |
Subjects: | B. Information use and sociology of information > BJ. Communication G. Industry, profession and education. > GD. Organizations. H. Information sources, supports, channels. H. Information sources, supports, channels. > HQ. Web pages. H. Information sources, supports, channels. > HT. Web 2.0, Social networks L. Information technology and library technology L. Information technology and library technology > LC. Internet, including WWW. |
Depositing user: | Enrique Orduna-Malea |
Date deposited: | 07 Mar 2017 09:20 |
Last modified: | 07 Mar 2017 09:20 |
URI: | http://hdl.handle.net/10760/30957 |
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