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La realidad del mercado de la moda actual demanda nuevas formas de comunicación. A través del caso de la marca de relojes millennial, Daniel Wellington, la investigación tiene como objetivo principal analizar como el modelo 4E puede ayudar a impulsar el influencer marketing desde un enfoque coherente de marca y storytelling. A partir de un análisis de contenido cuantitativo y cualitativo se mide la actividad en red tanto de la propia marca como la de los usuarios, la interacción, y la coherencia de marca a través del relato sobre una muestra de 200 publicaciones relativas al año 2019 y 2020. Los resultados confirman que el éxito de la marca radica en el poder de los micro-influencers y que este tipo de comunicación, que construye marca, responde a la estrategia del modelo 4E.
Marga Velar Lera; Patricia SanMiguel. Relevancia del Modelo 4E en las narrativas del influencer marketing: el caso Daniel Wellington. Redmarka. Revista de Marketing Aplicado 2020, 24, 180 -200.
AMA StyleMarga Velar Lera, Patricia SanMiguel. Relevancia del Modelo 4E en las narrativas del influencer marketing: el caso Daniel Wellington. Redmarka. Revista de Marketing Aplicado. 2020; 24 (2):180-200.
Chicago/Turabian StyleMarga Velar Lera; Patricia SanMiguel. 2020. "Relevancia del Modelo 4E en las narrativas del influencer marketing: el caso Daniel Wellington." Redmarka. Revista de Marketing Aplicado 24, no. 2: 180-200.
This document, designed and written during the conference FACTUM19, has two main goals: to help consolidate Fashion Communication as an academic field, and to support an international and interdisciplinary network of scholars in the area, whose collaboration may lead to a larger body of research and, in turn, to further academic recognition. To do so, it outlines main research topics, approaches and challenges, as well as related industry issues and learning dimensions.
Lorenzo Cantoni; Francesca Cominelli; Nadzeya Kalbaska; Michela Ornati; Teresa Sádaba; Patricia SanMiguel. Fashion communication research: A way ahead. Studies in Communication Sciences 2020, 20, 121–125 -121–125.
AMA StyleLorenzo Cantoni, Francesca Cominelli, Nadzeya Kalbaska, Michela Ornati, Teresa Sádaba, Patricia SanMiguel. Fashion communication research: A way ahead. Studies in Communication Sciences. 2020; 20 (1):121–125-121–125.
Chicago/Turabian StyleLorenzo Cantoni; Francesca Cominelli; Nadzeya Kalbaska; Michela Ornati; Teresa Sádaba; Patricia SanMiguel. 2020. "Fashion communication research: A way ahead." Studies in Communication Sciences 20, no. 1: 121–125-121–125.
This paper addresses the state of the question regarding crisis communication and corporate social responsibility, going on to describe the fashion industry system. For this, two crisis cases in the fashion industry are analyzed: Rana Plaza and Bravo Tekstil Factory. The Rana Plaza case is the worst accident in the history of fashion manufacturing. The management of the crisis on the part of the individual brands was extremely diverse and led them towards different communications scenarios. However, another crisis emerged at that moment: the industry itself and its manufacturing methods were effectively called into question. In fact, this issue has continued to be controversial and has led to an interesting public debate that had been demonstrated in the crisis in 2017. The crisis cases analyzed, bringing together the facts and the communicative reactions of the brands, as well as the media. This paper seeks to meet three objectives: stress the importance of communication with regard to the management of the crisis; highlight the link between crisis communication and corporate social responsibility; focus attention on the fashion industry, where intangible values acquire considerable importance and, therefore, are especially affected by crises. Our discussion and conclusions highlight the need to understand this kind of crisis by considering other perspectives and questioning some of the traditional ways of approaching the matter of crisis communication.
Teresa Sádaba; Patricia SanMiguel; Paula Gargoles. Communication Crisis in Fashion: From the Rana Plaza Tragedy to the Bravo Tekstil Factory Crisis. Fashion Communication in the Digital Age 2019, 259 -275.
AMA StyleTeresa Sádaba, Patricia SanMiguel, Paula Gargoles. Communication Crisis in Fashion: From the Rana Plaza Tragedy to the Bravo Tekstil Factory Crisis. Fashion Communication in the Digital Age. 2019; ():259-275.
Chicago/Turabian StyleTeresa Sádaba; Patricia SanMiguel; Paula Gargoles. 2019. "Communication Crisis in Fashion: From the Rana Plaza Tragedy to the Bravo Tekstil Factory Crisis." Fashion Communication in the Digital Age , no. : 259-275.
The aim of this paper is to identify influencers and the way they affect the behavior of millennial buyers in the process of consuming fashion goods. The paper examines the literature on opinion leaders, ranging from the origins of the concept to its developments within the context of the Internet. The shift from influential to influencer and the different types of influencer are examined and certain hypotheses regarding the role of influencers (including all the influential players) regarding fashion-buying millennials are presented. The paper presents the results of qualitative and quantitative empirical research based on focus groups and in-depth interviews with 22 university students. Findings from this research and their implications regarding the different stages of the millennial buying process are discussed.
Patricia SanMiguel; Simone Guercini; Teresa Sádaba. The impact of attitudes towards influencers amongst millennial fashion buyers. Studies in Communication Sciences 2019, 18, 439–460 -439–460.
AMA StylePatricia SanMiguel, Simone Guercini, Teresa Sádaba. The impact of attitudes towards influencers amongst millennial fashion buyers. Studies in Communication Sciences. 2019; 18 (2):439–460-439–460.
Chicago/Turabian StylePatricia SanMiguel; Simone Guercini; Teresa Sádaba. 2019. "The impact of attitudes towards influencers amongst millennial fashion buyers." Studies in Communication Sciences 18, no. 2: 439–460-439–460.
Patricia SanMiguel; Teresa Sábada. Análisis de los primeros estudios sobre el liderazgo personal y la difusión de tendencias de moda (1950-2000). RIHC. Revista Internacional de Historia de la Comunicación 2018, 99 -121.
AMA StylePatricia SanMiguel, Teresa Sábada. Análisis de los primeros estudios sobre el liderazgo personal y la difusión de tendencias de moda (1950-2000). RIHC. Revista Internacional de Historia de la Comunicación. 2018; (10):99-121.
Chicago/Turabian StylePatricia SanMiguel; Teresa Sábada. 2018. "Análisis de los primeros estudios sobre el liderazgo personal y la difusión de tendencias de moda (1950-2000)." RIHC. Revista Internacional de Historia de la Comunicación , no. 10: 99-121.
The growing interest in fashion bloggers within the field of fashion is generating different kinds of research under the headings of communication and consumer behavior. However, one of the key issues within fashion, such as influence, has not been researched in any great depth so far. This paper seeks to shed some light on this matter and poses the question as to just how many fashion bloggers can really be considered influential. Through an analysis of the characteristics of what has been considered “influential” within the field of research, and based on a research project that focuses on Spanish bloggers, we can discover which bloggers are influential, what the attributes are that define them, and how we can locate them.
Patricia SanMiguel; Teresa Sádaba. Nice to be a fashion blogger, hard to be influential: An analysis based on personal characteristics, knowledge criteria, and social factors. Journal of Global Fashion Marketing 2017, 9, 40 -58.
AMA StylePatricia SanMiguel, Teresa Sádaba. Nice to be a fashion blogger, hard to be influential: An analysis based on personal characteristics, knowledge criteria, and social factors. Journal of Global Fashion Marketing. 2017; 9 (1):40-58.
Chicago/Turabian StylePatricia SanMiguel; Teresa Sádaba. 2017. "Nice to be a fashion blogger, hard to be influential: An analysis based on personal characteristics, knowledge criteria, and social factors." Journal of Global Fashion Marketing 9, no. 1: 40-58.