RT Journal Article
T1 Tiktok como herramienta de comunicacion de moda: El caso Zara
T2 Tiktok as a fashion communication tool: The Zara case
A1 Cristófol-Rodríguez, María del Carmen
A1 Carrasco-Santos, María Jesús
K1 Redes sociales en Internet
K1 Moda - Publicidad
AB The visual and interactive content that TikTok allows makes it a perfect ally for fashion brands. This study aims to analyse how Zara uses TikTok as a digital communication tool through three objectives: the evaluation of trends, the influence of Zara's communication strategy on TikTok and the identification of the degree of engagement that the user has with the brand. The results show that Zara makes a great communicative effort, creates strategic content and the degree of engagement generated between the brand and its public is solid.
PB GKA Ediciones
YR 2023
FD 2023-01-01
LK https://hdl.handle.net/10630/44783
UL https://hdl.handle.net/10630/44783
LA spa
NO Cristófol-Rodríguez, C., & Carrasco-Santos, M. J. (2023). TIKTOK as a fashion communication tool: The Zara case. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 14(2), 1–16. https://doi.org/10.37467/revvisual.v10.4605
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 28 feb 2026