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After the confinement caused by COVID-19, brands sought to adapt their campaigns to the new context and achieve a new interaction with their clients. In this new environment, the virtual spaces of social media became meeting places. The Venezuelan restaurant Goiko Grill, located in Spain, opted for an awareness campaign through Instagram stories, just when the first phase of deconfinement was taking place. The main objective of this research is to analyse the link generated between the brand and millennials based on honesty as a brand value, present in this campaign. The research work has two phases: 1) a literature review in which advertising on social media, influencers and the potential of Instagram Stories are studied. 2) A quantitative study (N= 91) based on a questionnaire sent to students at the Antonio de Nebrija University, with knowledge of marketing in the digital environment and with an international profile (Colombia, Ecuador, Dominican Republic, Honduras, Mexico and Spain). Using a mixed methodology, the perceptions that were generated around the campaign were obtained, also analysing the inspiration and use of trends, the relevance in the context and the definition of the brand objectives in an audience limited to university students. After analysing the perceptions of the participants in the analysis of the @Goiko campaign, we can establish that the brand's honesty is one of the most highlighted values, as it is in line with the transparency that millennials expect to find on social media. These virtual meeting spaces are essential to reach the public, but their acceptance does not take place if the community does not detect honesty in the interaction with the brand. [ABSTRACT FROM AUTHOR]

In April 2019, VOX, a far-right populist party, won seats for the first time in the Spanish parliament. VOX successfully used social media to participate in the electoral debate and to establish a more direct link with its followers. We investigated how the VOX online community was structured during the election campaign and to what extent the most influential profiles spread the party's messages. We accordingly analysed two samples, one composed of tweets and retweets that used the hashtags #28A, #28Abril, and #28AbrilElecciones, and the other composed of metaphorical expressions identified in tweets by influencers. Applying social network analysis to the first sample, we studied the form and structure of the network and identified key profiles in the VOX community, i.e., influencers, builders, and bridges. Using critical metaphor analysis with the second sample, we identified the main frames used by VOX influencers to explore whether they reproduced the party's populist discourse. We found that the VOX online community in 2019 did not only include party supporters or members but was composed of varied profiles. For this reason, the populist metaphorical framing used by the VOX leadership was only partially disseminated. [ABSTRACT FROM AUTHOR]

This article assesses Wales's chance for winning the sponsored top-level domain (sTLD). cym through a comparison with Catalonia's .cat campaign. sTLDs are considered important promotional tools for regions like Wales and Catalonia because of perceived benefits for the online “language and culture community,” and as such, the community metaphor is employed extensively in both campaign. Although Wales has support comparable to Catalonia from government, individuals, and organizations, subtle differences in how dotCYM (the web site of Wales's campaign) promotes .cym's role in the Welsh online community may hinder the bid. Comparative discourse analysis suggests that dotCYM believes .cym will help define a potential Welsh online community, rather than one currently existing, and reveals confusion about who should be in this community. Finally, dotCYM is inconsistent in its use of the community metaphor, stating that .cym will help create “Welsh without frontiers,” a notion contradictory to some scholars' understanding of community. [ABSTRACT FROM AUTHOR]