Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Marcas de moda"

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Estudio acerca del uso que las marcas de moda en Medellín, Colombia hacen de la técnica del Storytelling a través de Instagram y recomendaciones para emplearlo efectivamente
(Universidad EAFIT, 2022) Moreno Gómez, Camila; Acevedo Mejía, Erika Cristina; Escobar Escobar, Ana Cristina
With the general objective of establishing recommendations so that fashion brands in Medellín, Colombia, can effectively incorporate Storytelling into their Instagram accounts, this research began by determining the relevance of said social network for fashion brands’ communications. Then, it was identified which fashion brands in Medellín effectively use Storytelling in their Instagram profiles. In addition, the content published in the Instagram profiles of some brands in this city were analyzed, to study how they use Storytelling. To achieve the general and specific objectives of the research, qualitative methods of data collection and analysis were used. Although multiple studies have been carried out on the benefits of the use of Storytelling by brands, others that have focused on the use of Storytelling through social networks, and a few others that have done so with an emphasis on fashion brands, there is still a research gap regarding the use of Storytelling by fashion brands in Medellín, through Instagram. This study aims to analyze this issue in the city of Medellín.