Social networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most-used social network globally in 2021. As such, branded content is expected to increase the brand’s likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content communication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram’s social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study’s conclusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumers.

This research analyses the contents of the videos of the ten Spanish children's YouTube channels with the highest number of followers and video plays to identify correlations between the thematic axes of the videos and the increase in digital engagement data. Little is known about the topics that the most popular Spanish-language YouTube influencers share with preteens and young adults' audience. In response, this exploratory study will use content analysis to examine this gap and contrast the themes that its videos reflect against others. For this purpose, interpretive-based content analysis is carried out based on an analysis sheet validated by expert judgment. Among the main results, it is shown that most of the children who are the lead character of the channel are currently between 10 and 12 years old, having created the channels an average of five years ago, which shows how early many YouTubers are starting in this industry. There are also differences in the thematic axes of the channels' videos according to the gender of the children's influencers, with a higher representation of male YouTubers devoted to gameplays, while their female peers have a more significant presence in videos in the lifestyle category. It is concluded that there is a need to supervise the contents accessed by children on this platform since it can deepen not only gender gaps but also become a wrong reference of role models.

Youth is increasingly learning in non-conventional contexts, such as social networks or video platforms, courses, and tutorials. This research aims to diagnose the role of participatory culture, digital resources, social networks, and, specifically, YouTube, in learning processes and the acquisition of Science, Technology, Engineering, and Mathematics (STEM) skills, specifically in mathematics, also analyzing the role of youtubers and, in contrast, teachers, both learning leaders in the formation of these skills. In order to accomplish this, mixed methods (quantitative and qualitative) were used, based on a survey applied to 4845 Italian adolescents, as well as a content analysis of the videos and YouTube channel of the Italian educational influencer Elia Bombardelli, one of the most followed and best rated in this country. Also, an in-depth interview has been applied to 12 Italian secondary school teachers. Among the main findings, it is highlighted that all adolescents value YouTube videos as a key resource to improve their school performance, rating youtubers better than teachers. However, it is remarkable that in the processes of learning and acquisition of STEM competencies, they prefer to interact with teachers rather than with youtubers.

Social networks are appointed as an opportunity to socially normalize disability, as demonstrated by the growing number of influencers with a disability who are followed by millions of users. Likewise, intellectual disability has its place in the networks, with special relevance among influencers with Down syndrome. In this study, a content analysis of 10 accounts of influencers with Down syndrome from seven different countries was performed. Images, videos, comments, and other interactions with their followers were analyzed. The preliminary results described the influencer profiles, the type of content posted, and their relationship with sponsoring brands. These results indicate that social networks allow them to make their interests visible, take part in the digital environment, and interact with their audience, being a positive influence that promotes respect for diversity. These platforms are positioned as powerful tools for the construction and dissemination of inclusive values and the empowerment of disabled people, minimizing controversial questions such as the instrumentalization of the disability and its association with clichés. With all the analyzed results, it is possible to evidence that Instagram can be considered a privileged network that could be utilized for the eradication of barriers and to ease the inclusion of people with intellectual disabilities in the public sphere. The conclusions are relevant for the scientific community given that they will allow us to achieve social inclusion, thanks to the impact of the posts from the influencers with disability.

Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook^®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.

Purpose: This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content.Design/methodology/approach: This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories.Findings: The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik 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 efficient communications 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 economic gains for the brands.