2026-06-01T08:32:21Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/447832026-01-24T00:46:56Zcom_10630_2254col_10630_37953

00925njm 22002777a 4500 dc Cristófol-Rodríguez, María del Carmen author Carrasco-Santos, María Jesús author 2023-01-01 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. 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 https://hdl.handle.net/10630/44783 10.37467/revvisual.v10.4605 Redes sociales en Internet Moda - Publicidad Tiktok como herramienta de comunicacion de moda: El caso Zara