Resumen

ALARCON, Eduardo Villena  y  SEGARRA-SAAVEDRA, Jesús. Engagement, social networks and international fashion. Harry-Meghan Markle’s wedding with. Revista de Comunicación [online]. 2020, vol.19, n.2, pp.303-318. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc19.2-2020-a17.

The speedy evolution of Internet and the penetration of social networks has changed the way of communicating that was usually had the fashion. Gone are the models of communication that placed traditional media at the centre of their strategic management. The new trends contextualize social networks as the backbone of the relationship with audiences. In this sense, real weddings have become a fundamental tool for the fashion brands participating in the event thanks to their wide potential as an instrument to spread the messages. The text opts for multiple case studies to link the main international fashion brands with special events and goes to the content analysis of the profiles of social networks in which the leading firms have a presence. The results reveal how audiences react to the communication efforts made and the pertinence of resorting to these acts to improve engagement with stakeholders.

Palabras clave : engagement; unconventional ad format; stakeholders; fashion; public relations; royal wed ding.

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