The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M)

The aim of this study is to analyse the interactions between fashion brands and their followers on social networks, focusing on empirically determining the relationship established between the fast fashion company H&M and its users on the social network Instagram. This analysis focuses on determining the type of post that generates greater engagement for the company's Instagram account. Therefore, a classification and subsequent statistical treatment of the content of the posts of this account was carried out throughout 2017. Three categorization systems were used for this analysis in order to determine engagement from the point of view of the content of the message, the company's communication strategy, and formal aspects and product category presented in the post. To date, research on the interaction of fashion brands with users on social networks has focused primarily on other platforms of social interaction other than Instagram. In contrast, this study makes an important contribution to research on the interaction of a fast fashion brand with users of the most specialized social network in this sector.