Análisis de la presencia en redes sociales de las principales marcas del lujo.

The paper studies the social media strategies of Luxury Brands in Spain. The paper builds upon the existing literature looking at the relationship between brand value, social media audience and social media content. The paper describes the social media strategies of 7 luxury brands in terms of volume of content and the number of followers and subscribers they have. As a result, we have been able to verify that there is no direct correlation between the value as a brand and its participation on social media nor between the amount of content published and the number of followers acquired. Also, the date in which a brand opened an account does not determine the number of publications it makes or the number of followers it has. What does have a direct impact is the brand strategy and the profile of its audience.post-print477 K