Social media en emprendimientos femeninos de moda en Nicaragua: actividad, presencia y engagement

Abstract

The objective is to analyse the use of social networks as a communication and social media tool for Nicaraguan fashion brands. It analyses the presence, activity and engagement generated by female entrepreneurs in the fashion sector belonging to the Nicaraguan Businesswomen’s Network (REN) on the social media platforms Facebook and Instagram. The analysis is carried out by measuring the variables of the PGRS model (presence, generation, response and suggestion) and the content published on both platforms. It is clear that women’s businesses in the fashion sector in Nicaragua make limited use of social networks as a tool for communication and engagement with their audiences to strengthen the development of their social media strategy and, consequently, the survival and growth of their businesses.