Purpose: This study aims to analyze the content on corporate social responsibility (CSR) of Gucci, Prada and Ermenegildo Zegna on the social networks Instagram, Facebook and TikTok in order to examine the focus of the publications of these luxury brands, what type of content is more frequent and which ones generate more interaction and engagement.Design/methodology/approach: An interpretive content analysis of a sample of 92 posts on CSR published between December 2021 and June 2022 is used. For this purpose, an analysis sheet validated through theoretical constructs and pilot testing is used.Findings: Most of the social responsibility content of the fashion brands analyzed is linked to the use of sustainable materials, the protection of natural spaces and, in the particular case of Prada, the protection of the oceans. The posts that achieve the highest interactions are videos and photo reels. Although the strategies that significantly increase brands' reach on social networks are collaborations and joint posts with other fashion brands, as is the case of Gucci with NorthFace and Prada with Adidas. Also, one of the main findings of this research has been to identify that brands may be using TikTok – perhaps experimentally – to reach stakeholders in Asian countries, especially China, where other platforms such as Instagram or Facebook may have a more limited reach.Originality/value: This research shows that the social responsibility activities of luxury fashion brands leverage the content marketing strategy in social networks. It also demonstrates the importance of the Asian market (mainly Chinese) in the outreach strategies of brands, as is the case of Gucci and Prada, which bet on CSR activities for the protection of the Asian tiger in the framework of the year of the tiger in the Chinese horoscope, as well as the publication of certain content on TikTok.

The application of the metaverse poses important challenges for the field of education. The aim of this article is to analyze the evolution of the development of the metaverse experiences in Higher Education and thus identify the key aspects of its application as a virtual environment for teaching and learning. To this end, a systematic literature review of articles published in Web of Science and Scopus since 2007 was carried out. In the selection process, 115 articles were identified, of which 34 deal with the metaverse in the field of Higher Education. The analysis shows that the educational metaverse follows a growing trend, since 23.5% of the publications are concentrated in the last year of the analysis and, furthermore, how the metaverse can be analyzed as a virtual learning environment from its three dimensions: technological, pedagogical and content. Educational practices are identified in multiple areas of knowledge, with the educational metaverse being used in the learning of second languages and the simulation of professional environments, both of which are key to HE teaching. The experiences have had mostly positive results, especially due to the immersive potential of the metaverse and the active role of the learner, who becomes the protagonist of the action. Another key element identified in the development of educational strategies in the metaverse is interaction, not only within the techno-educational context, but also with the learning community itself and the communicative and interactive options that arise in this space.

Purpose: The main objective is to know the details of the audiovisual pills or short TikTok videos of the Spanish security organizations: the National Police and the Civil Guard. Design / Methodology / Approach: A quantitative and qualitative methodology is used through a manual review on TikTok, in which different variables are established for the analysis, also comparing the activity of the two security organizations. Results: The results underscore that both security bodies have built an identity on TikTok, adapting the content, language and type of videos to this social network and its audience, which, to a greater extent, is grouped in Generation Z. Limitations / Implications: The investigation is limited by the space of time studied, as well as by the very nature of the application. TikTok, due to its type and recent expansion, hardly has any external analysis tools, so the data collection has been done manually and time has had to be limited to make a manageable analysis. On the other hand, the implications of the research overlap with the present, where social networks coexist with society and are part of our lives. It must be borne in mind that, over the years, the different technological evolutions, the appearance of new social networks or changes in the current ones, organizations vary their digital strategies due to the expansion of options of current tools. Originality / Contribution: The investigation will be the first analysis of the communication of Spanish security organizations on the TikTok platform. This contribution may mean the beginning of successive studies on security communication in emerging applications where new generations reside. In addition, the article delves into the use of audiovisual pills in TikTok accounts in order to know how the use of this tool is proposed for the approach, engagement and communication with citizens.

Purpose: The main objective is to determine how the television a la carte platforms connect with their followers through the social network Instagram and if they succeed, based on the hypothesis that the three platforms have defined their digital strategies and have a great interaction with users, as part of their communication and engagement actions. Design / Methodology / Approach: Quantitative methodology is used through a review on Instagram, in which different variables are established for the joint and comparative analysis of the three platforms. Results: The results highlight that each platform has a differentiated strategy on Instagram. Likewise, it is concluded that there is no key strategy for the success of a social network, but each of the profiles must bet on building their own particular style and strategy. Limitations / Implications: Social networks are a whole world and without a doubt they coexist with us forming part of our lives, and, probably, over the years, the different technological evolutions, the appearance of new social networks or changes in current ones, digital strategies that exist now, will vary and very likely there will be an expansion of the present possibilities. Originality / Contribution: It is a contribution that deepens the use of one of the most used social networks and details the strategies that successful platforms apply as part of their actions for communication and engagement.

Tras el confinamiento originado por la COVID-19, las marcas buscaron adaptar sus campañas al nuevo contexto y lograr una nueva interacción con sus clientes. En este nuevo entorno, los espacios virtuales de las redes sociales se convirtieron en lugares de encuentro. El restaurante de origen venezolano, ubicado en España, Goiko Grill, apostó por una campaña de concienciación a través de los stories de Instagram, justo cuando se pasaba a la primera fase de desconfinamiento. El objetivo principal de este trabajo es analizar el vínculo generado entre la marca y los millennials a partir de la honestidad como valor de marca, presente en esta campaña. El trabajo de investigación cuenta con dos fases: 1) Una revisión bibliográfica en la que se estudia la publicidad en redes sociales, los influencers y el potencial de los Instagram Stories. 2) Un estudio cuantitativo (N= 91) que parte de un cuestionario enviado a estudiantes de la Universidad Antonio de Nebrija, con conocimientos de marketing en el entorno digital y con un perfil internacional (Colombia, Ecuador, República Dominicana, Honduras, México y España). Utilizando una metodología mixta, se consiguen conocer las percepciones que se generaron en torno a la campaña, analizando también la inspiración y el uso de tendencias, la pertinencia en el contexto y la definición de los objetivos de marca en un público limitado a estudiantes universitarios. Después de analizar las percepciones de los participantes en el análisis de la campaña de @Goiko, podemos establecer que la honestidad de la marca es uno de los valores más resaltados, ya que va acorde con la transparencia que los millennials esperan encontrar en las redes sociales. Estos espacios virtuales de encuentro son esenciales para llegar al público, pero su aceptación no tiene lugar si la comunidad no detecta honestidad en la interacción con la marca.

Este trabajo explora la consolidación del relato transmedia para una nueva programación de ficción televisiva, a través de la superación de la Quinta Pared. Las redes sociales permiten una nueva interacción con la audiencia. El corpus de la investigación abarca los 65 capítulos de las primeras 5 temporadas de la serie norteamericana House of Cards, producida por Netflix. El protagonista, Frank Underwood, habla a la cámara y rompe la Cuarta Pared. En Twitter, interacciona con políticos reales, opinando sobre la actualidad. Con un análisis cuantitativo de monólogos del protagonista, publicaciones en Twitter desde la cuenta oficial, @HouseofCards, e interacciones con personalidades políticas de todo el mundo, se concluye que la serie trasciende el lenguaje tradicional de la televisión. El protagonista adquiere entidad y personalidad virtual cuasi-reales, a través de las redes sociales; y la Quinta Pared y su ruptura diluyen ficción y realidad en un nuevo paradigma de programación televisiva.