Resumen de Adolfo Domínguez: The Role of Sustainability on the Social Media Engagement in 2020

Elisa Regadera González, Paula Gárgoles Saez, Lucía Pérez

• The purpose of this study was to explore if sustainability is a driver for consumer engagement on social media in the case of the Spanish brand Adolfo Domínguez. A mixed methods approach was used in this study. Quantitative analysis was used to analyze and measure the engagement during two communication campaigns about sustainability in 2020. The Fanpage Karma, a social-media monitoring tool, was used to collect the data. Data were analyzed for quantity of Likes, Shares, and Comments (engagement) on Facebook and Instagram. Additionally, a qualitative methodology, deep interview, was used for better understanding the communication strategy in these campaigns. The engagement is mostly higher on the post about sustainability on the social media of the Adolfo Dominguez brand and also has generated a positive impact on the reputation of the brand. This study compares Adolfo Domínguez’s engagement on social media between the post about sustainability and not in the same period of time.