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Analysis of institutional authors

Quijada, MdbAuthorArriaga, JldCorresponding Author

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July 9, 2020
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Insights into user engagement on social media. Findings from two fashion retailers

Publicated to:Electronic Markets. 31 (1): 125-137 - 2021-03-01 31(1), DOI: 10.1007/s12525-020-00429-0

Authors: del Rocio Bonilla Quijada, Maria; Arriaga, Jose Luis Del Olmo; Domingo, David Andreu

Affiliations

Abat Oliba CEU Univ, Bellesguard St 30, Barcelona 08022, Spain - Author

Abstract

Though most studies have been conducted in the luxury electronic commerce sector, few have focused on the influence of Instagram. This study improves research by examining new dimensions of users' experiences on this social network. This study aims to provide the core elements of brand engagement on Instagram, focusing on an empirical comparison of the relationships established between two fashion retailers and their followers on Instagram. The study is based on the coding of 728 posts collected over 1 year and carries out a comparative analysis using bivariate and multivariate modelling of the interactions between brands and their followers. The results of this work show that fashion retailers still generate little interaction with Instagram users, although there is some engagement between the two parties. The empirical results are evidence of the importance of a communication strategy in generating involvement and engagement with the brand. The study thereby provides industry professionals with the patterns in those posts that can encourage greater engagement with and participation from users online.

Keywords

Brand engagementConsumer engagementConsumer interactionsCustomer engagementEngagementFacebookFashion retailersInstagramLikesMillennialsPowerResponsesSatisfactionSocial media

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Electronic Markets due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2021, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category Business and International Management.

From a relative perspective, and based on the normalized impact indicator calculated from World Citations from Scopus Elsevier, it yields a value for the Field-Weighted Citation Impact from the Scopus agency: 1.05, which indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: ESI Nov 14, 2024)

This information is reinforced by other indicators of the same type, which, although dynamic over time and dependent on the set of average global citations at the time of their calculation, consistently position the work at some point among the top 50% most cited in its field:

  • Field Citation Ratio (FCR) from Dimensions: 5.28 (source consulted: Dimensions Oct 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-10-11, the following number of citations:

  • WoS: 14
  • Scopus: 18

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 2025-10-11:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 106.
  • 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: 106 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 7.25.
  • The number of mentions on the social network Facebook: 1 (Altmetric).
  • The number of mentions on the social network X (formerly Twitter): 2 (Altmetric).
  • The number of mentions in news outlets: 1 (Altmetric).

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: First Author (Bonilla-Quijada, María) and Last Author (Domingo, DA).

the author responsible for correspondence tasks has been del Olmo Arriaga, Josep Lluís.