Integración de la estrategia de comunicación en canales propiosEl caso de El Corte Inglés

Zusammenfassung

Purpose: Drawing on the concept of integrated marketing communications, this papers analyzes the communication strategy of El Corte Ingles through both online and offline own channels. The main objective of the paper is the evaluation and understanding of the El Corte Inglés brand’s corporate communication and its level of integration. Design/methodology: This paper uses a content analysis methodology. Social networks are first analyzed (Facebook, Twitter, Instagram, YouTube) and then compared with the website of the Company and with its physical stores Findings: Results indicate that El Corte Ingles is a very active company in social networks, obtaining a high level of engagement on Instagram. However, results also highlight a low level of integration between the digital environment and the physical stores. Research limitations/implications: Results obtained may have some implications for the company. Some proposals are presented, with the aim of improving the level of integration between the different communication channels of this company. Among the limitations of the study, we may highlight that this study was conducted at a specific period of time, and results may depend on this specific period. Nevertheless, we think that they are useful to have a general picture of the strategy of communication of this company. Originality/value: This work is original because it includes at the same time an analysis of the communication on social networks, on the website and in physical stores