In this paper, we made a comparative analysis about the dialogical capacity of luxury fashion brands and low-cost brands in the social network Twitter. For this, we used a quantitative methodology and conducted a content analysis of 1,135 tweets published by H&M, Zara, Ralph Lauren and Hugo Boss. We observed that there is no consensus among brands to address their audiences, and while low-cost brands make the greatest effort to maintain a dialogue, luxury brands receive more interactions.
García Medina, I., Miquel-Segarra, S., & Navarro-Beltrá, M. (2018). El uso de Twitter en las marcas de moda. Marcas de lujo frente a marcas low-cost. Cuadernos.Info, 42, 55–70. https://doi.org/10.7764/cdi.42.1349