Social media fostering happiness management: three luxury brands case study on Instagram

• DOI: https://doi.org/10.1108/CG-05-2021-0201
• Published date: 16 August 2021
• Date: 16 August 2021
• Pages: 491-505
• Subject Matter: Strategy,Corporate governance
• Author: Bárbara Castillo-Abdul,Ana Pérez-Escoda,Sabina Civila

Social media fostering happiness

management: three luxury brands case

study on Instagram

B

arbara Castillo-Abdul, Ana Pérez-Escoda and Sabina Civila

Abstract

Purpose –This paper aims to increasethe understanding of luxury brands’ branded content strategies

concerningfollower’s engagement generatedor not by happiness and well-being feelingsspread in their

brandedcontent.

Design/methodology/approach –This study samplewas composed of three of the most relevant luxury

brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-

correlational quantitativemethodology was chosen; hypotheses werecontrasted using ANOVA analysis

with the SPSS software. Although the study can be considered quantitative, the first step of qualitative

analysis was applied for contentanalysis with NVivo QSR software, categorizing all posts (N = 192) into

three categories.

Findings –The dissemination of branded content and corporate social responsibility, despite being

differentin each case, show in general an interaction and affectivecommitment with their stakeholders.In

the specific case of ManoloBlahnik 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/value –This study reveals how corporate social responsibility can be achieved using

efficientcommunications 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

economicgains for the brands.

Keywords Social media, Happiness management, Social marketing, Corporate social responsibility,

Branded content, Instagram, Luxury brands, Fashion brands

Paper type Research paper

1. Introduction

Since 2011 the United Nations endorsed the resolution “Happiness should have a greater

role in development policy” in which said,“the pursuit of happiness is a fundamental human

goal and embodies the spirit of the globally agreed targets known as the Millennium

Development Goals”, Happiness Management has been considered essential in many

national constitutions. This international concern was related to countries’measurement of

economic indicators emerging as an intangible asset recently incorporated in companies’

philosophy to foster positive emotions, creativity and interpersonal relationships (N

un

˜ez-

Barriopedro et al.,2019

).

In this sense, luxury brands have recently taken effective resolutions to establish and

reinforce their corporate social responsibility programs. They are aware that their future

depends on their ability to manage the pressing social issues and philosophy in front of

their stakeholders (Parguel et al., 2020). This has also transformed them into sustainable

B

arbara Castillo-Abdul is

based at Rey Juan Carlos

University, Madrid, Spain,

and ESAI Business School,

University Espiritu Santo,

Guayaquil, Ecuador.

Ana Pe

´rez-Escoda is based

at Universidad Antonio de

Nebrija, Madrid, Spain.

Sabina Civila is based at

Universidad de Huelva,

Huelva, Spain.

Received 28 May 2021

Revised 1 July 2021

Accepted 20 July 2021

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).

DOI 10.1108/CG-05-2021-0201 VOL. 22 NO. 3 2022, pp. 491-505, ©Emerald Publishing Limited, ISSN 1472-0701 jCORPORATE GOVERNANCE jPAGE 491