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Analysis of institutional authors

Bonilla-Quijada, MaríaAuthor

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October 4, 2024
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Fast fashion consumer engagement on Instagram: a case study

Publicated to:Cogent Business & Management. VoL. 11 (no. 1): - 2024-02-05 VoL. 11 (no. 1), DOI: https://doi.org/10.1080/23311975.2024.2322111

Authors: Bonilla-Quijada, M.; del Olmo-Arriaga, J. L.; Ripoll-i-Alcón, J.; Andreu Domingo, D.; Ripoll-i-Alcón, J.

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Abstract

Consumer interactions on social media have been analysed in the literature as sources of information about their ability to generate engagement and knowledge about how to interact with brands. The present study contributes to this line of research, focusing on empirically determining those elements that affect the interaction between a fast fashion brand and its users, providing central elements of brand strategies on Instagram. This study examines the engagement generated by Primark posts on Instagram based on three coding categories that analyse the content of the message, the communication strategy and the formal and product category aspects present in the posts. This study therefore identifies the variables with the greatest potential to generate engagement with this brand’s posts on Instagram, which in turn predicts previous unexplored outcomes such as brand image and consumer loyalty. This study also provides valuable academic insights and guides fast fashion brands in their social media strategies.

Keywords

AccountingAdministração pública e de empresas, ciências contábeis e turismoBusinessBusiness and international managementBusiness, management and accounting (miscellaneous)Ciencias socialesEngenharias iiiManagement science and operations researchMarketingOrganizational behavior and human resource managementStrategy and managementZootecnia / recursos pesqueiros

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Cogent Business & Management due to its progression and the good impact it has achieved in recent years, according to the agency WoS (JCR), it has become a reference in its field. In the year of publication of the work, 2024 there are still no calculated indicators, but in 2023, it was in position 136/304, thus managing to position itself as a Q2 (Segundo Cuartil), in the category Business. Notably, the journal is positioned en el Cuartil Q2 para la agencia Scopus (SJR) en la categoría Business, Management and Accounting (Miscellaneous).

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-09-30:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 107 (PlumX).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: Last Author (Bonilla-Quijada, María).