Public relations and sensory marketing in social networks of fashion events: Nicaragua Diseña
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Fashion designers and entrepreneurs in Nicaragua require spaces to make their designs visible. Fashion events are an ideal public relations tool in the communication strategies of brands in the sector. Therefore, they are presented as an ideal platform for the promotion of fashion designers. The new business paradigm, based on the digital ecosystem and social networks, favors the development of public relations strategies that favor interaction with the public and brand positioning. The evolution towards an approach based on the user experience also allows the implementation of techniques based on sensory marketing. This paper aims to analyze the management of public relations and sensory marketing in the social networks of fashion events, through the case study of the Nicaragua Diseña platform on Facebook. The results show an active presence in the network. User participation is significant, mainly in content about festivals, through the image format. Lastly, the event uses sensory marketing to generate experiences that connect with the public.
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