The advance of digitalization has generated an ever-increasing number of options in the digital sphere. This phenomenon has transformed multiple sectors, including e-commerce and, in particular, the fashion industry. Artificial intelligence (AI) has emerged as a powerful tool that is redefining the online shopping experience. However, there is little research on how AI influences this purchasing process, limiting its full exploitation. This study provides new insight into how artificial intelligence influences online purchase intention in this sector by examining Generation Z consumers’ attitude and purchase intention using the Echo Look AI device. This study involved 210 university students aged between 18 and 25 years old who were surveyed in the cities of Madrid and Barcelona. The results indicate that perceived quality, attitude towards AI and perceived usefulness have a positive influence on purchase intention. Based on these results, theoretical and practical implications are discussed.

The growth of e-commerce and the ageing of the world population converges in a situation which represents significant challenges for the economy: a large population of over 65year-olds with major limitations for online shopping. The digital division, although reduced in certain sectors, in others, such as e-commerce persists. This research involves the study of 405 subjects, Spanish seniors aged between 60 and 79, to discover and analyse the barriers, motivators and behaviour with regards to shopping online. Using a telephone survey and a random sample, a typology of users was established as per their behaviour and perception of e-commerce. The main finding is the segmentation in eleven typologies of users, identified through cluster analysis. The major conclusions confirm the barriers related to data security or levels of confidence. Furthermore, with basic digital skills, seniors consider themselves capable of completing purchases on the Internet. Online shoppers feel empowered being digitally self-sufficient, while non-shoppers desiring to be independent, require the implementation of measures to aid the process on commercial websites.

Revista científica del área de Periodismo, Comunicación Audiovisual y Publicidad de la Facultad de Comunicación.

El uso de Internet por parte de las personas mayores para realizar gestiones con la Administración pública y las empresas no ha sido suficientemente estudiado. Los datos del censo publicados por el INE en julio de 2015 confirman el envejecimiento poblacional en España así como el escaso uso del grupo social de mayor edad de la Administración electrónica. El objetivo de este trabajo es profundizar en las razones del empleo limitado de la Administración electrónica y los trámites online por parte de los mayores internautas. Metodología: Se estudian las motivaciones y frenos en la utilización de tales trámites, según un riguroso análisis de la bibliografía científica publicada así como de las diversas encuestas realizadas sobre la cuestión por instituciones públicas y privadas. Resultados y Conclusiones: Los resultados muestran una aceptación del empleo de los recursos electrónicos para las tareas más rutinarias y sencillas debido a la rapidez y comodidad que proporcionan, al tiempo que fomentan la autonomía y el empoderamiento de las personas mayores. Si bien, se plantean una serie de aspectos que condicionan negativamente su utilización, sobre los que se debe incidir para favorecer una mayor inclusión digital de este grupo poblacional y que son abordados en la discusión de esta propuesta.

Influencer marketing has emerged as an effective way for brands to connect with consumers through social media influencers. Although this form of marketing has led to increased interest from researchers in recent years, relatively little is known about the content and engagement strategy of influencers and their links to follower behavior. In this digital context, it is worth citing a type of influencer related to literature: bookstagrammers. These are individuals who share their passion for books, review publishing news and encourage the habit of reading. This study analyzes how the content and engagement strategy of bookstagrammers (as measured by number of followers, content volume and posts of interest) is associated with the engagement of the followers of these cultural influencers on Instagram, both independently and interactively. The study analyzes a data set compiled from bookstagrammers by analyzing the content generated by these online influencers in order to test the proposed hypotheses. Our findings show that posts that include photographs of the author or book covers are positively associated with follower engagement on Instagram accounts, while emotional posts expressing feelings are negatively associated with follower engagement. These findings demonstrate that the elements and content strategy of literary influencers contribute to the engagement of followers on Instagram.

This article examines the role of digital communication, social media, and peer influence in Generation Z’s transition from fast fashion to more sustainable consumption practices. Building on sustainability and social influence theories, this study applies a mixed-methods design that combines qualitative content analysis of social media discourse with a quantitative online survey (n = 202). The survey instrument, validated by a panel of experts, measured four dimensions—digital communication, peer influence, sustainable attitudes, and sustainable behaviors—using Likert-type scales with adequate reliability (Cronbach’s α ≥ 0.70). The statistical analyses included descriptive statistics, Pearson correlations, and mean comparison tests (t-test, ANOVA). The results show that digital platforms not only raise awareness but also normalize sustainable choices through peer validation and community engagement. Strong correlations confirm that peer influence mediates the relationship between exposure to sustainability content and the adoption of responsible behaviors, while perceptions of brand sustainability show weaker associations with purchase intention. This study highlights a persistent attitude–behavior gap and identifies opportunities for more effective digital engagement. The findings contribute to the literature on sustainable fashion consumption by clarifying the communicative mechanisms shaping Gen Z’s decisions. Practical implications are offered for brands, policymakers, and educators seeking to foster authentic and inclusive sustainability strategies, particularly in addressing gender differences in sustainable adoption.