Vinted is a free digital sharing economy platform where individuals buy and sell second-hand apparel. It is an example of industry 4.0 that promotes an innovative and successful business model while favoring sustainable fashion consumption. Gen Z consumers are concerned about climate change and social and ethical issues. Their environmental awareness is significant. Nevertheless, their values do not always translate into sustainable consumption behavior; their role as heavy consumers in the fast-fashion market is proof of this. The research aims to delve into the motivations of Gen Z towards sustainable fashion and their perception of the eco-friendly brand attributes in the case of Vinted. From the methodological point of view, the qualitative and quantitative approaches are combined through focus group sessions and a pilot study based on a questionnaire. The results confirm that Gen Z consumers recognize and appreciate the eco-friendly attributes of Vinted, although other types of brand attributes are the ones that mostly mobilize their behavior. Some participants claim that the representation of sustainable values in Vinted’s advertising campaigns is too soft. Among the conclusions, the opportunity to revise Vinted’s brand strategy stands out, giving a more explicit role to eco-friendly attributes pursuing an effective change in Gen Z consumption behavior.

The advertising industry is also responsible for promoting a sustainable future for our planet. Besides launching messages of environmental respect, it is essential to choose and use advertising tools that will leave the lightest footprint in the environment. While environmental issues are indeed relevant, in any way, the need remains to spread the word about the products/services and make rational decisions that will maximize the reach of potential consumers. In other words, support measures are needed to reach the target market more effectively. Based on the above considerations, the article presents the research results of evaluating the expediency of eco-friendly advertising formats to different generational cohorts in the Spanish media scene. The MCDM method defined the structure of the research and was used to summarize the results of the expert study. This method’s choice is based on motive related to the purpose of the evaluation and the applicability of the research results in practice. Research results are helpful guidelines for decision-makers of advertising agencies or their clients in the campaign planning process. They show that generational differences are a determining factor for reaching the target market.

Tema principal del artículo: El mito es un recurso ancestral, tradicionalmente usado en la publicidad. El deepfake, una tecnología novedosa y polémica que abre un extraordinario horizonte creativo. La antigüedad del mito y la innovación del deepfake pueden combinarse para crear un mensaje de marca capaz de alcanzar una extraordinaria difusión viral. Desarrollo lógico del tema: En enero de 2021, la marca cervecera Cruzcampo lanzó una campaña publicitaria protagonizada por Lola Flores, artista española de fama internacional fallecida en 1995. En cuestión de horas, la campaña batió récords de difusión en los medios digitales. Su principal peculiaridad fue el uso del deepfake para ‘devolver a la vida’ a la mítica artista, así como poner en su boca un mensaje reivindicativo, que movilizaba al público a defender su acento. Punto de vista y aportaciones de los autores: Realizamos un ejercicio de análisis de la campaña para reflexionar sobre la función del mito y los demás factores que han favorecido su viralidad. También observamos este caso como ejemplo de la transformación de las figuras del anunciante y la agencia en el sector publicitario actual. Para enriquecer la reflexión, aportamos información primaria obtenida a través de una doble metodología: una investigación cualitativa (entrevistas), para conocer la estrategia y proceso de creación; y una investigación cuantitativa (cuestionario) para medir el alcance del mensaje y la contribución de los usuarios en su difusión. Repercusiones y conclusiones: El análisis de esta campaña muestra los elementos estratégicos que han permitido generar sinergias entre el mito y las nuevas tendencias en comunicación digital, tales como la tecnología deepfake, la transmedialidad, o una estrategia de branding inspirada en un concepto de RSC. En este sentido, aporta información relevante como caso de éxito, que podrá ser de interés para investigadores y el sector de la publicidad.

Nowadays, social networks play a central role in communication media. In this scenario, analysing the gender awareness fostered by the influencers is crucial. The research explores the female representation portrayed by eight Spanish influencers who address the gender approach from graphic communication. All of them are women illustrators, cover topics related to gender, and use similar communication strategies. The methodology includes three complementary techniques: first, desktop study to compare the illustrators’ profiles; second, content analysis to delve into the topics addressed and their artivism; third, a Delphi method to assess their contribution to promoting gender egalitarian values, in which experts specialising in communication, philosophy, sociology, psychology, and politics participate. The results show that feminism is a prominent topic in their publications, stimulating a feeling of sisterhood among women, their core target. From a generational perspective, the influence of their message is more significant on millennials and centennials. Conclusions confirm that social media characteristics, artivism, content hybridisation and transmediality enhance their feministic discourse. Future lines of research may focus on identifying other channels and communication strategies more influential for broad target groups, especially men and generations older than millennials, since these external audiences seem crucial to spread gender awareness.

This article examines the impact of non-fungible tokens (NFTs) on contemporary digital culture. Purpose. It aims to understand the role of NFTs from the perspective of the hybridization between art and social sciences, evaluating their applications and intersection with different cultural formats. Methodology. A critical and exhaustive literature review was conducted, applying inclusion and exclusion criteria through the PRISMA protocol to ensure the validity of the analyzed studies. Results and conclusions. Findings suggest that NFTs have high potential to transform digital culture by enabling new forms of ownership, authenticity, and interaction across industries such as art, music, and gaming. However, they also pose challenges regarding regulation, sustainability, and financial speculation. Original contribution. This study highlights the relevance of NFTs in today’s creative industries, assessing their feasibility as a cultural management tool and their role in redefining the concept of digital ownership within a decentralized environment.

Since the start of the war in Ukraine, Lithuania, a country of barely 3 million inhabitants, has welcomed more than 85,000 refugees, mainly minors and young people. This research focuses on the youth segment, members of Gen Z, which exhibits a marked gender bias, as the majority are women. The purpose of this study is to determine the role played by online social networks in the process of social inclusion in the host community. Methodologically, this research conducts a qualitative approach through in-depth interviews with open code content analysis. The results point to changes in their behavior as social media users, such as using new online social networks, and greater attention to practical topics such as knowing necessary services and leisure opportunities in their new environment. Among the conclusions, the positive effect of online social networks in the social inclusion process of these young refugees stands out: being members of the local virtual community facilitates new social interactions in the physical world of the host country.