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PurposeThis paper aims to increase the understanding of luxury brands' branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content.Design/methodology/approachThis study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories.FindingsThe dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both "Happiness" and "Health and safety" content.Originality/valueThis study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.

Social networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most-used social network globally in 2021. As such, branded content is expected to increase the brand's likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content communication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram's social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study's conclusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumers.

The objective of this article is to analyze the contents and unconventional advertising narratives of the eight most important women in the world of fashion in Spain and Ecuador in relation to the number of followers and points of view, in order to identify the discursive and esthetic strategies and narratives that may reflect the keys to their experience as prescribers, through a content analysis based on the interpretation of the five most viewed videos between 2018 and 2019 from four Spanish to four Ecuadorian YouTube channels (ME = 40) based on a three-round Delphi analysis sheet with a validity of W = 0.828 and a = .947. The content is analyzed from a qualitative perspective, which allows an in-depth exploration of the dimensions and indicators of impact and influence on YouTube channels. The research presents the findings that the influencers reviewed use crutches, idioms, and set phrases to identify with their audience. The audiovisual narrative is simple, maintaining its amateur style. Advertising positioning in the channels analyzed is given by identifying the brand in the spoken discourse, the presence of brand logos, advertisements and promotions, and the presence of products of the sponsoring brands. ; The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This study is supported by the R+D+I Project (2019-2021), entitled "Youtubers and Instagrammers: Media competence in emerging prosumers" under code RTI2018-093303-B-I00, financed by the Spanish Ministry of Science, Innovation and Universities and the European Regional Development Fund (ERDF) and the R+D+I project (2020-2022) entitled "Instagramers and youtubers for the transmedia empowerment of the Andalusian citizenry. Media literacy of the instatubers", with code P18-RT-756, financed by the Government of Andalusia, in the 2018 call for tenders (Andalusian Plan for Research, Development and Innovation, 2020) and the European Regional Development Fund (ERDF). This work is conducted within the framework of 'Alfamed' (Euro-American Network of Researchers), with the support of the R+D Project "YouTubers and Instagrammers: Media competence in emerging prosumers" (RTI2018-093303-B-I00), financed by the State Research Agency of the Spanish Ministry of Science, Innovation and Universities and the European Regional Development Fund (ERDF). This work is conducted within the framework of 'Alfamed' (Euro-American Network of Researchers), with the support of the R+D Project "YouTubers and Instagrammers: Media competence in emerging prosumers" (RTI2018-093303-B-I00), financed by the State Research Agency of the Spanish Ministry of Science, Innovation and Universities and the European Regional Development Fund (ERDF).

We are living through a time of major political changes due to the rise of populist leaders and the resurgence of extreme ideological movements. The emergence of this phenomenon is due, to a large extent, to the ease with which these political actors can disseminate and spread their messages without any limits through social networks, leaving aside the former "fourth power" of the media as filterers and reinterpreters of information. Generally, the formula used by these leaders and movements is usually based on symbolic social division and polarization through hate speeches that allow demonizing their adversaries while antagonizing the issuers: a discursive "us" against "them" based on verbal violence to dehumanize an "exogroup." We want to discuss the importance of understanding the process of communicational transfer—which begins with hate speech and evolves into demonization and social polarization—as a strategic basis for creating an ideal scenario for the growth and strengthening of populist discourse, which is reductionist and simplifying in nature.

Esta investigación explora la correlación entre el nivel de consumo de información formal y realidad percibida de fake news, así como la influencia que tienen estas últimas con las actitudes políticas de eficacia, alienación y cinismo. Para ello, se aplicó una encuesta por muestreo probabilístico por conglomerados a estudiantes de grados y postgrados afines a las Ciencias de la Comunicación (n=682) de España, México, Perú y Venezuela. Los resultados evidencian una relación inversamente proporcional entre el consumo de información formal y realidad percibida de las fake news y una moderación directa entre realidad percibida de estas y los sentimientos de alienación y cinismo.

This research explores the correlation between the level of consumption of formal information and the perceived reality of fake news and the latter's influence on political attitudes of efficacy, alienation, and cynicism. For this purpose, a survey was applied by probability sampling by clusters to undergraduate and graduate students of Communication Sciences (n=682) from Spain, Mexico, Peru, and Venezuela. The results show an inversely proportional relationship between the consumption of formal information and the perceived reality of fake news and a direct moderation between the perceived reality of fake news and feelings of alienation and cynicism. ; Esta investigación explora la correlación entre el nivel de consumo de información formal y realidad percibida de fake news, así como la influencia que tienen estas últimas con las actitudes políticas de eficacia, alienación y cinismo. Para ello, se aplicó una encuesta por muestreo probabilístico por conglomerados a estudiantes de grados y postgrados afines a las Ciencias de la Comunicación (n=682) de España, México, Perú y Venezuela. Los resultados evidencian una relación inversamente proporcional entre el consumo de información formal y realidad percibida de las fake news y una moderación directa entre realidad percibida de estas y los sentimientos de alienación y cinismo.

Esta investigación explora la correlación entre el nivel de consumo de información formal y realidad percibida de fake news, así como la influencia que tienen estas últimas con las actitudes políticas de eficacia, alienación y cinismo. Para ello, se aplicó una encuesta por muestreo probabilístico por conglomerados a estudiantes de grados y postgrados afines a las Ciencias de la Comunicación (n=682) de España, México, Perú y Venezuela. Los resultados evidencian una relación inversamente proporcional entre el consumo de información formal y realidad percibida de las fake news y una moderación directa entre realidad percibida de estas y los sentimientos de alienación y cinismo. ; This research explores the correlation between the level of consumption of formal information and the perceived reality of fake news and the latter's influence on political attitudes of efficacy, alienation, and cynicism. For this purpose, a survey was applied by probability sampling by clusters to undergraduate and graduate students of Communication Sciences (n=682) from Spain, Mexico, Peru, and Venezuela. The results show an inversely proportional relationship between the consumption of formal information and the perceived reality of fake news and a direct moderation between the perceived reality of fake news and feelings of alienation and cynicism. ; Este trabajo está avalado por el Proyecto I+D+I (2019-2021), titulado "Youtubers e Instagramers: La competencia mediática en los prosumidores emergentes" con clave RTI2018-093303-B-I00, financiado por Ministerio de Ciencia, Innovación y Universidades de España y el Fondo Europeo de Desarrollo Regional (FEDER) y por el Proyecto I+D-i (2020-2022), titulado "Instagramers y youtubers para el empoderamiento transmedia de la ciudadanía andaluza. La competencia mediática de los instatubers", con clave P18-RT-756, financiado por la Junta de Andalucía, en la convocatoria 2018 (Plan Andaluz de Investigación, Desarrollo e Innovación, 2020) y el Fondo Europeo de Desarrollo Regional (FEDER).

Social networks are appointed as an opportunity to socially normalize disability, as demonstrated by the growing number of influencers with a disability who are followed by millions of users. Likewise, intellectual disability has its place in the networks, with special relevance among influencers with Down syndrome. In this study, a content analysis of 10 accounts of influencers with Down syndrome from seven different countries was performed. Images, videos, comments, and other interactions with their followers were analyzed. The preliminary results described the influencer profiles, the type of content posted, and their relationship with sponsoring brands. These results indicate that social networks allow them to make their interests visible, take part in the digital environment, and interact with their audience, being a positive influence that promotes respect for diversity. These platforms are positioned as powerful tools for the construction and dissemination of inclusive values and the empowerment of disabled people, minimizing controversial questions such as the instrumentalization of the disability and its association with clichés. With all the analyzed results, it is possible to evidence that Instagram can be considered a privileged network that could be utilized for the eradication of barriers and to ease the inclusion of people with intellectual disabilities in the public sphere. The conclusions are relevant for the scientific community given that they will allow us to achieve social inclusion, thanks to the impact of the posts from the influencers with disability.