Grupos Investigadores

Miembros del Grupo

Blas Riesgo
Soler González

Líneas de Investigación

  • E-commerce en moda.
  • Gestión de operaciones y RFDI.
  • Influyentes en el sector de la moda.
  • Marketing digital.
  • Reputación de las marcas de moda.
  • Tecnología e innovación en la moda: internet de las cosas y wearables.

Palabras Clave

  • Digital
  • E-commerce
  • Influencia
  • Marcas
  • Moda
  • Reputación
  • Transformación

Publicaciones Científicas desde 2018

  • Autores: Garrido Martínez Salazar, Felipe (Autor de correspondencia); Álvarez, A.; González-Caballero, J. L.; et al.
    ISSN: 1660-4601 Vol.20 N° 3 2023 págs. 2426
  • Autores: Sádaba Garraza, Teresa (Autor de correspondencia); Azpurgua, C.; Mir Bernal, Pedro; et al.
    ISSN: 2093-2685 Vol.14 N° 4 2023 págs. 374 - 389
    Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fashion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing elements in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.
  • Autores: Sádaba Garraza, Teresa; Ambás, G.
    ISSN: 2683-2208 Vol.5 N° 1 2023 págs. 11 - 22
    La revolución digital ha irrumpido con fuerza en las campañas electorales y ha cambiado los paradigmas tradicionales de la comunicación política al insertar nuevos actores que quitan el protagonismo habitual de los partidos políticos como principales actores de las campañas. Así, las campañas hoy en día las hacen ciudadanos anónimos en las redes o grupos organizados en torno a una causa. Este trabajo pone la atención sobre un nuevo factor para las campañas ¿ la moda - y estudia los casos de tres campañas en Latinoamérica donde la moda ha tenido un papel relevante. El artículo desarrolla un marco teórico donde se pueden observar las relaciones entre moda y política, y su poder simbólico y comunicativo. Desde ahí se exploran, mediante el estudio de casos, dos ámbitos donde el juego de la moda es importante para las campañas: 1) el simbolismo de la moda usado en campañas, como con la falta de corbata en el atuendo de Gabriel Boric o los zapatos rojos de Guillermo Lasso, y 2) el uso de la influencia y de los fashion influencers, como en el caso de la mega influencer Mariana Rodríguez, esposa del gobernador elegido en Nuevo León, y su papel en la campaña. Las conclusiones de este trabajo señalan el papel de la moda en la política en el contexto digital, y abren posibilidades nuevas tanto para investigadores como para los expertos en campañas electorales, reforzando la idea de que, para ganar las batallas de la opinión pública, la moda puede ser un elemento más relevante que los discursos.
  • Autores: Woodside, A. G.; Mir Bernal, Pedro; Sádaba Garraza, Teresa
    ISSN: 2444-569X Vol.8 N° 4 2023 págs. 100428
    Applying complexity theory tenets in analyzing findings from prior research on the impacts of democracy and authoritarianism on countries¿ quality-of-life and happiness inform answering this question accurately. The study here constructs and empirically tests algorithms on how democracy and authoritarianism impact QOL and happiness. The propositions include the following views. First, full democracy (D) is necessary but insufficient in indicating high QOL and high happiness. The research findings in the present study support this first proposition. Second, full authoritarianism is a necessary condition but its insufficient for indicating nations¿ outcome conditions of high Gini index (Gini), low ethical behavior (~E), and low GDPppp (i.e., ~GDPppp). The findings support a revision to this second proposition: full authoritarianism is sufficient for indicating each of these three outcome conditions. Third, (a) nations having high QOL are high in happiness (H) consistently, (b) even though as variables QOL and H do not exhibit a symmetrical relationship (i.e., some nations having low QOL have high H). This study supports the perspectives that applying complexity theory tenets and asymmetric case-level outcome algorithms are useful for generalizable theory construction, empirical confirmation, and insightful information for enacting national policies that will increase national QOL and happiness.
  • Autores: Perez Bou, Silvia (Autor de correspondencia); Cantista, I.
    ISSN: 1754-3266 Vol.16 N° 1 2023 págs. 46 - 56
  • Autores: Torregrosa Puig, Marta; Sádaba Garraza, Teresa
    ISSN: 1540-5702 Vol.21 N° 2 2023 págs. 114 - 129
    Digitalization has reconfigured the landscape in the fashion media ecosystem. New species have emerged within the environment. Today, fashion magazines compete with numerous fashion and lifestyle content providers, questioning their role as the sole authority when it comes to deciding ¿what is fashionable¿ and challenging their monopoly when it comes to prescribing aesthetic tastes. The purpose of this study is to analyze the case of Vogue to illustrate how species can adapt to the ecosystem. Vogue¿s original response, as reflected in the different initiatives we have studied, enables us to draw up a map of players within the fashion industry, one in which the magazine serves as an institution and not only as a member of the media. In this respect, our conclusions highlight the importance of the public, as opposed to the medium itself, based on an understanding of communication as a social rather than a technological phenomenon.
  • Autores: Blas-Riesgo, S. (Autor de correspondencia); Codina Blasco, Mónica; Sádaba Garraza, Teresa
    ISSN: 1756-9370 Vol.15 N° 1 2022 págs. 36 - 63
    Using choice-based conjoint analysis, this research explores consumer behavior for sustainable fashion in Spain. We confronted consumers through an online survey with a real marketplace situation in which they had to make trade-offs between different attributes and where the importance of the price factor was explicitly considered. Specifically, the information available for consumers on clothing hangtags - price, country of origin, material composition, and (with/without) fair-trade label - was used to study consumer preferences for sustainable fashion products. Furthermore, we examined how consumers ponder the five dimensions of sustainable fashion - functionality, authenticity, exclusivity, localism and equity. Based on a sample of 1,063 respondents, the results indicate that price is still the critical purchasing driver for the average consumer. 31.9% of the sample always chose the lowest price-tag independently of the other attributes. Combining the conjoint results, the attitude towards the five dimensions of slow fashion, and demographics, we identified four clusters of consumers: Sustainability Rejecters, Sustainability Neutrals, Sustainability Believers, and Sustainability Enthusiasts. Ninety-two consumers, 8.65% of the sample, appear to buy sustainable fashion regularly. This endorses and significantly adds to the literature on sustainable fashion consumer behavior in a flourishing market and to the attitude-behavior gap research.
  • Autores: Mir Bernal, Pedro; Sádaba Garraza, Teresa
    ISSN: 1099-9264 Vol.26 N° Special 4 2022 págs. 1 - 22
    This is a theoretical paper about managerial marketing variables that describe new dimensions of the marketing mix. The paper discusses the current 4P's model of marketing and its variables: Product, Price, Place and Promotion. The article suggests a more complete view of the today's marketing management variables. Updating the management model of controllable marketing factors is necessary as the socio-economic evolution must be considered in a business application model. The article explains the reviews the new p¿s and the state of science and proposes new dimensions for strategic decision making in marketing departments and organizations. The proposed model or enlarged P model is composed of 42 variables (4x4=16p) : product, positioning, people, pricing, perceptions, purchase process, prevention, profitability, perdurable, patents, past of time, product life cycle, popularity, promotion, partners, place.
  • Autores: Fondevila-Gascón, J. F.; Mir Bernal, Pedro; San Miguel Arregui, Patricia; et al.
    ISSN: 1668-0227 Vol.174 2022 págs. 93 - 122
    Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged. Internal branding leads to a better fulfillment of the brand promise and therefore a better deliverance of the firm to the outside. This paper explores if internal branding is a common practice, how internal branding is in the day-to-day life of retailing companies and its potential to improve commitment from the employee¿s perspective. A survey and an in-depth interview were conducted with 63 employees in different major Spanish fashion and retail players. The study provides findings about how employee¿s commitment increases with internal branding, and the lack of strategy alignment in companies that don¿t use internal branding.
  • Autores: San Miguel Arregui, Patricia (Autor de correspondencia); Perez Bou, Silvia; Sádaba Garraza, Teresa; et al.
    ISSN: 1937-0695 Vol.13 N° 20 2021 págs. 11363
    Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustainable strategy of fashion companies, ranging from the corporate website to e-commerce, and it proposes improvements for sustainability communication. Two new models are presented: the Operational Model for Evaluating Fashion Corporate Websites (OMEFCW) and the Operational Model for Evaluating Fashion E-Commerce (OMEFeC), based on the core dimensions of online sustainability communication (orientation, structure, ergonomics and content-OSEC), as established by Siano. In order to obtain an optimal view of the fashion industry, four corporate groups-two luxury fashion groups (Kering Group and Moet Hennessy Louis Vuitton (LVMH)) and two fast fashion groups (H & M Group and Intidex)-are compared. In addition, all of the e-commerce operations of the groups' fashion brands are analyzed, a total of 32 brands. The results show that it is necessary to continue improving in terms of the communication of sustainability within the fashion industry, whilst demonstrating the great deficiency that exists regarding the communication of sustainability in the case of the brands' e-commerce operations, which are precisely the web pages most visited by consumers.</p>
  • Autores: Fondevila Gascon, J. F. (Autor de correspondencia); Mir Bernal, Pedro; Barrientos Baez, A.; et al.
    Revista: FOTOCINEMA
    ISSN: 2172-0150 N° 22 2021 págs. 427 - 445
    This paper aims to analyze the activity of the three biggest movie studios in social media, 20th Century Fox, Warner Bros and Universal Studios, and how that is affecting in the numbers and importance of each. Through deep searches, professional advice and the use of some statistic programs, we were able to pull out some interesting assumptions that will be discussed. We have focused in different parts of each Social Media since, we think, each one is designed to fulfill one specific aspect, for example create discussions or just present a piece of work or trailer in our case. With that approach we expect to determine which of the companies has understood better the way they have to be used and if they had won any kind of advantage through the good use of this medias presented as more interaction between themselves and the viewers and a more effective way to present their products. We conclude a correlation between movie studios impact and social media in terms of posts and comments. YouTube is the main social media for movie studios companies.
  • Autores: Woodside, A. G. (Autor de correspondencia); Mir Bernal, Pedro
    ISSN: 1051-712X Vol.27 N° 3 2020 págs. 283 - 291
    Purpose This precis on recent service breakdown prevention (SBP) theory and research advocates innovation organizational leadership and actions via business-to-organization (B-to-O) training focusing on how to manage face-to-face server-client encounters by designing/engaging in effective processes to achieve highly desirable outcomes. This research note advocates the use of role-playing training in experiencing simulated disastrous processes and how-to-avoid such outcomes. Focus This research note builds and extends prior research on "broadening the concept of marketing" to organizational-client contexts beyond retail store setting, telephone, and website-e-mail interactions by recognizing and adopting B-to-O-to-C frontline engagement in server-client interactions - where "B" includes effective trainers/firms helping organizations (O) (e.g. police departments) to SBP tools with civilians (C). The research note briefly reviews available (numerous) videos of uninformed frontline services attempting to enforce unlawful procedures and bad organizational policies with highly knowledgeable clients (e.g. bodycam videos of servers offering unsolicited help and by "first amendment auditors"). "Client" is used broadly here to include consumers and citizens performing naturally occurring "normal" acts and legal acts appearing unusual to servers, as well as consumers engaging in purchasing/returning products and services. Recommendations This research note points out the general absence of scholarly research in relevant literature comparing the effectiveness of alternative training program designs focusing on delivering high-quality serving. Managerial implications The research note here provides clues on how to move forward in providing effective training of both high-quality service and decreasing bad service practices - by first recognizing that these two objectives have asymmetrically different configurations of causes.
  • Autores: Fondevila-Gascón, J.F. (Autor de correspondencia); Polo-López, M.; Rom-Rodríguez, J.; et al.
    ISSN: 2071-1050 Vol.12 N° 4 2020 págs. 1506
    Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is inherently linked with communication. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Bearing in mind that the mobile telephony sector is particularly competitive in Spain, it is concluded that the activity of mobile phone manufacturers in social media is positive, and, regarding consumer behavior, that no significant difference is detected between the average of ratings of the advertising of mobile telephony in the social networks, neither in the influence of the same by gender nor by age ranges
  • Autores: Woodside, A. G. (Autor de correspondencia); Mir Bernal, Pedro
    ISSN: 2163-9159 Vol.29 N° 3 2019 págs. 343 - 357
    This study describes the use of a true (not quasi or "natural") field experiment to test the impact of a third-party endorsement message embedded in an email advertisement on customer behavior - the message embed calls attention to reviews of third-persons' hotel-stays, mostly positive assessments, and a high overall rating (i.e. four stars in TripAdvisor for a national (Spanish) hotel chain. Applying a between-subjects experiment design, each of two versions of the email advertisement was sent to one of two random samples of treatment (embed) and control (no embed) groups of hotel's customers (n = 97,451 and 97,662, respectively). The study includes five dependent variables (DVs): clicks-to-open email; clicks-to-open offer; clicks-to-purchase room rental; number-of-nights stayed; and total revenue generated for the treatment versus control groups. Behavior was higher for all dependent measures per participants in the treatment versus control groups. Revenue per study participant was 0.083 euro for members in the control group versus 0.134 euro for members in the treatment group. Total revenue was 13,097 euro in the treatment group and 8,143 euro from guests in the control group. The share increases in the DVs may be useful as baseline share changes in future studies on behavior influences of social media embeds in internet advertisements.
  • Autores: Sánchez Blanco, Cristina (Autor de correspondencia)
    ISSN: 1755-750X Vol.12 N° 1 2019 págs. 173 - 191
    Purpose This paper aims to clarify whether J. Walter Thompson (JWT)'s planning and research tradition gave rise to the concept of Account Planning. In addition, it seeks to analyse the different planning methodologies that preceded Account Planning to highlight how it emerged at JWT London. A further goal is to understand the impact of Account Planning, which sought to achieve effective advertising through detailed consumer insight and has transformed the multinational JWT as a whole and the advertising sector in general. Design/methodology/approach The methodology is based mainly on the analysis of primary research conducted on original files donated to Duke University Library (North Carolina, USA) by the multinational J. Walter Thompson. Findings Account Planning emerged in 1968 in London as a consequence of the research and planning tradition that already existed at JWT. JWT's corporate culture established the importance of the Account Planning approach that was valued by advertisers and spread to all offices. The planning tools used by the multinational today are updated versions of those that were designed from 1960 onwards. Research limitations/implications - The historical approach taken here precludes an analysis of the current reality of Account Planning. In future research, it would be useful to carry out in-depth interviews with professionals to explore how they apply planning tools that represent updated versions of those that were developed 50 years ago. Original
  • Autores: Papadopoulou, N. (Autor de correspondencia); Raies, K,; Mir Bernal, Pedro; et al.
    ISSN: 0742-6046 Vol.36 N° 7 2019 págs. 716 - 729
    This study investigates competing for theoretical stances (i.e., choice overload vs. choice cornucopia) and explores how increases in spending occur in high and low choice conditions following receiving promotional gift offers in a service consumption setting. This study includes a nonobtrusive field experiment (n¿=¿200) that includes measured and manipulated variables: purchase versus nonpurchase conditions and size of expenditures. The study's context tests the use of two versus five promotional gift options and two levels of gift value (6 vs. €20). Findings using symmetrical (analysis of variance [ANOVA]) and asymmetrical (fuzzy set qualitative comparative analysis [fsQCA]) methods of analysis support the choice overload hypothesis in this unobtrusive field experiment. Also, spending in the high versus low choice condition increased when hotel guests were offered a high¿value gift for using room service. Given the nature of the nonobtrusive field experiment, this study provides valuable information for marketers and consumers regarding the moderating effects of promotional gifts in many option environments. While prior studies explore the conditions of choice cornucopia versus choice overload, to date few or possibly no attempts to identify practical ways of reducing the negative effects of choice overload.
  • Autores: San Miguel Arregui, Patricia (Autor de correspondencia); Sádaba Garraza, Teresa
    Revista: PRISMA SOCIAL
    ISSN: 1989-3469 N° 24 2019 págs. 186 - 208
    The digital revolution has transformed the way millennials consume information about fashion. The emergence of new digital platforms (blogs, social networks, online magazines, forums...) expand the possibilities of access to different sources of information. Faced with this new reality, professionals and academics pose multiple questions: Do millennials still read fashion magazines or just see magazines web sites? Are they interested in fashion books? Do blogs still have readers or do they only consume information on social networks? Who consumes more information about fashion? This paper aims to answer these questions thanks to the data obtained through the combination of three research techniques: two discussion groups, 22 in-depth interviews and a survey of 1176 millennials. The results show that millennials use multiple sources of fashion information. Magazines are still a source consulted by individuals with a greater interest in fashion. Instagram is the most consulted platform, where millennials are more than 5 hours a day. The websites of fashion brands become key sources of information thanks to the creation of editorial content.
  • Autores: Kalbaska, N. (Autor de correspondencia); Sádaba Garraza, Teresa; Cantoni, L.
    ISSN: 1424-4896 Vol.18 N° 2 2018 págs. 269 - 285
  • Autores: San Miguel Arregui, Patricia; Sádaba Garraza, Teresa (Autor de correspondencia)
    ISSN: 2093-2685 Vol.9 N° 1 2018 págs. 40 - 58
    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.
  • Autores: San Miguel Arregui, Patricia; Sádaba Garraza, Teresa
    ISSN: 2255-5129 Vol.1 N° 10 2018 págs. 99-121
    Los estudios sobre el liderazgo de opinio¿n comenzaron con las aportaciones de Paul Lazarsfeld y sus compan¿eros de la Escuela de Columbia (Katz & Lazarsfeld, 1955), cuando Lazarsfeld desarrollo¿ su teori¿a de ¿the-two-step-flow of communication¿ que incidi¿a en los efectos limitados de los medios. Adema¿s, Lazarsfeld indico¿ que la moda, por su dinamismo, era un campo propicio para el ana¿lisis del papel de la comunicacio¿n personal y del liderazgo de opinio¿n. El presente arti¿culo analiza los estudios en este campo entre los an¿os 1950 y 2000; una evolucio¿n en la que se establecen las bases sobre las caracteri¿sticas de los li¿deres de opinio¿n en moda como medidores de la cultura y valores sociales, fuentes de informacio¿n, fuentes de consejo, modelos de comportamiento en moda, fuentes de seguridad para la aceptacio¿n social. La revisio¿n cronolo¿gica de los estudios permite un ana¿lisis en profundidad en el que aparecen las claves sobre el papel de la comunicacio¿n personal, cuestio¿n relevante en la difusio¿n de las tendencias de moda.
  • Autores: del Rincón Yohn, María; Cuevas Álvarez, Efrén; Torregrosa Puig, Marta
    ISSN: 1750-3280 Vol.12 N° 1 2018 págs. 16 - 27
  • Autores: Mir Bernal, Pedro; Guercini, S. (Autor de correspondencia); Sádaba Garraza, Teresa
    ISSN: 2093-2685 Vol.9 N° 1 2018 págs. 59 - 72
    The aim of this paper is to analyze the role that e-commerce has to play in the internationalization of Spanish luxury multi-brand stores. Possible answers are sought to the following research question: How might the adoption of e-commerce platforms affect the international sales of multi-brand retailers? This paper presents a data analysis of the 15 most important Spanish fashion multi-brand retailers and the different prospects of e-commerce today. Our analysis of online stores shows an open mentality when it comes to adapting to this new business model, but the late integration and inexperience of the majority of retailers limit their performance. Information from different channels and further research through the collaboration of brands would have given us more detailed information regarding the current situation within this sector. The paper analyzes the current situation of e-commerce luxury fashion multi-brand stores and mainly focuses on the Spanish market, even though it also offers a global overview.
  • Autores: Fondevila-Gascon, J. F. (Autor de correspondencia); Marques-Pascual, J.; Mir Bernal, Pedro; et al.
    ISSN: 1138-5820 Vol.74 2018 págs. 308 - 324
    Introduction: The objective of this research was to analyse how the use of instant messaging services impacts the Spanish university context and what positive and negative consequences it generates on students' behaviour. In order to do this, we worked on the most popular application in the territory in question, WhatsApp, and its use by university students. Methodology: The research developed has used the quantitative technique (survey to a sample n = 332) to determine the use that is given to conventional text messages, as well as other options for instant messaging (such as voice or images). Likewise, some impacts on the academic environment were analysed, such as the possible stress it generates on human behaviour. Results and conclusions: The main conclusions of the study include the convenience and free nature of WhatsApp that drive its use in the educational environment. It can be seen that the majority of students use this type of instant messaging applications also for issues related to university affairs -besides their personal lives-. In addition, it has been found that a very high percentage of the groups analysed are members of a study-related chat group or is included in conversation groups on academic subjects.
  • Autores: Guercini, S. (Autor de correspondencia); Mir Bernal, Pedro; Prentice, C.
    ISSN: 2093-2685 Vol.9 N° 1 2018 págs. 1 - 8
    This paper introduces a special issue devoted to the emergence of new marketing models and tools within a fashion e-commerce context. Despite the importance of physical stores, in recent years, we have witnessed substantial development regarding the electronic trade in fashion products. In effect, fashion products represent a major category within e-commerce and have witnessed the development of a "new" form of online marketing. Special attention should be paid to the internationalization of e-commerce within the fashion industry. New models and tools have emerged in relation to: the technology/consumption interface and the strategies of the different players within the business sector; the integration of online and offline fashion marketing; the impact of new IT technologies and new marketing on preexisting fashion marketing policies, such as customization; and the role of new emerging players such as fashion bloggers and influencers. In this period of change, new and traditional marketing tools co-exist. The five articles in this special issue seek to contribute to research whose aim is to systemize new models and tools that may be useful for practitioners and marketing researchers working in this field.
  • Autores: San Miguel Arregui, Patricia (Autor de correspondencia); Simone Guercini; Sádaba Garraza, Teresa
    ISSN: 1424-4896 Vol.18 N° 2 2018 págs. 439-460
  • Autores: SanMiguel, Patricia; Rus-Navas, Ana; Sádaba Garraza, Teresa
    Libro: Fashion Communication in the Digital Age : Proceedings of the FACTUM 23 Conference, Pisa, Italy, 2023
    ISSN: 978-3-031-38541-4 2023 págs. 227-237
  • Autores: Torregrosa Puig, Marta; Serrano Puche, Javier; Sánchez Blanco, Cristina
    Libro: The Routledge Companion to Fashion Studies
    ISSN: 978-0-429-26440-5 2021 págs. 403 - 411
    The interdependence between changes in the media and social change has given rise to an interpretation paradigm known in communication studies as mediatization. This study examines the potential of mediatization for explaining transformations in the fashion industry. It specifically explores the influence of the acceleration of time, as well as the study of digital logic for production, distribution and use of media content, and shows its effect on individual and institutional practices relating to fashion.
  • Autores: Sánchez Blanco, Cristina; del Río Pérez, Jorge; Torregrosa Puig, Marta; et al.
    Libro: Fashion communication: Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021
    ISSN: 978-3-030-81320-8 2021 págs. 103 - 115
    This paper aims to understand the evolution of the use of fashion brands¿ advertising formats during the period 2010¿2020. With the impact of digitization, the relationships of brands with consumers through communication and the number and type of formats used to reach them have changed. The communication campaigns of fashion brands selected by the prestigious Contagious magazine are analyzed from the point of view of the formats used. 116 fashion brand campaigns, which belong to 55 different fashion brands, were studied. It is demonstrated, through a correlation coefficient and a correspondence analysis, how fashion brands use varied formats to build cross- media communication and use those most related to the digital environment.
  • Autores: Fondevila; Mir Bernal, Pedro; San Miguel Arregui, Patricia; et al.
    Libro: Fashion Communication
    ISSN: 978-3-030-81321-5 2021 págs. 117 - 128
  • Autores: Noris, Alice; San Miguel Arregui, Patricia; Cantoni, Lorenzo
    Libro: In HCI in Business, Government and Organizations: 7th International Conference
    ISSN: 978-3-030-50341-3 2020 págs. 474-492
  • Autores: San Miguel Arregui, Patricia; Sádaba Garraza, Teresa
    Libro: HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, held as part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19-24, 2020, Proceedings
    ISSN: 978-3-030-50340-6 2020 págs. 521 - 534
    This paper analyzes how consumers are interacting with brands in the new digital context. The question research is if there is any homogenization of user behavior when dealing with brands in the e-commerce or not. The paper study Digital User Behavior in Fashion e-commerce, for this purpose, user behavior of Fast Fashion (FF) and Luxury-Premium (LP) e-commerce webpages are investigated. Therefore, a group of 20 fashion brands was selected: 10 of these brands belonged to the FF category and the other 10 to the LP category. User digital behavior is analyzed using six Key Digital Behavior Variables (KDBV), all performative variables that represent how consumers interact with brands through their web pages, based on web user session analysis. Studying digital user behavior enables us to get to know fashion brand consumers and users better. As we have observed, there are increasingly few differences between the behavior of FF web site users and LP web site users.
  • Autores: Sádaba Garraza, Teresa; LaFata, V.; Torres, A.
    Libro: HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, held as part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19-24, 2020, Proceedings
    ISSN: 978-3-030-50340-6 2020 págs. 504 - 520
    The following investigation presents the definitions of cultural heritage, cultural appropriation, corporate reputation to later evaluate how could Cultural Appropriation infringement could be detrimental to a company¿s corporate reputation in the digital context. Two cases of cultural appropriation crisis in the fashion industry are analyzed. On the one hand, the crisis faced by Carolina Herrera due to the similarities of the firm¿s Resort 2020 collection and different cultural elements from communities in Mexico, and on the other hand, the crisis faced by Gucci with a blackface accusation in 2019. The paper leads us to conclude that nowadays cultural appropriation in fashion can lead to a reputational crisis because the different stakeholders of a company in the industry are evolving and demanding from them to be more aware of controversial issues, among those, the misrepresentation of a culture. Also, how digital communication arises new questions for this kind of crisis. Evaluating two of the most recent cases of cultural appropriation helps to shed light on the importance of these issues in the current world.
  • Autores: Perez Bou, Silvia; Cantista, Isabel
    Libro: The 8th International Conference on Social Responsibility, Ethics, and Sustainable Business. Papers Series on Social Responsibility, Ethics and Sustainable Business
    Vol.8 2019 págs. 17 - 18
  • Autores: del Río Pérez, Jorge; Sanz Llopis, Jorge Juan
    Libro: Creatividad en publicidad. Del Impacto al comparto
    ISSN: 978-84-9148-567-4 2018 págs. 295 - 310
  • Autores: del Río Pérez, Jorge
    Libro: Discursos comunicativos persuasivo hoy
    ISSN: 978-84-309-7375-0 2018 págs. 149 - 155
  • Autores: San Miguel Arregui, Patricia
    Libro: Creación de empresas de moda
    ISSN: 978-84-313-3267-9 2018 págs. 145-170
  • Autores: Sadaba Chalezquer, Esperanza; del Río Pérez, Jorge
    Libro: El consumidor en moda
    ISSN: 9788431332891 2018 págs. 143 - 164
  • Autores: San Miguel Arregui, Patricia; Sádaba Garraza, Teresa; Morales, B.; et al.
    El Libro Blanco de la Influencia Responsable es una iniciativa de iCmedia promovida por la Comisión Europea, a través del proyecto SIC-SPAIN 2.0 (Safer Internet Center Spain 2.0) cofinanciado por la Unión Europea a través del programa CEF-Telecom, convocatoria Safer Internet (CEF-TC-2020-1). El Libro Blanco de la Influencia Responsable ha sido realizado por iCmedia en colaboración con ISEM Fashion School, ConEse Consulting y NewLink Spain. Este libro tiene como objetivos promover la influencia responsable en las redes sociales, definir el ecosistema de la influencia, identificar las palancas que impulsan la confianza en torno al Influencer y mejorar la credibilidad, transparencia y eficacia del sector. El Libro Blanco tiene su origen en el conocimiento adquirido por iCmedia a raíz del desarrollo del Influencer Trust Label (ITL). El ITL es un proyecto cofinanciado por la Unión Europea, en el que iCmedia ha trabajado durante los últimos 18 meses. A través de él, iCmedia ha creado una Etiqueta de Confianza para los perfiles de las redes sociales de los Influencers. Esta etiqueta establece unos indicadores de responsabilidad y transparencia, que distinguen a aquellos influencers, marcas y agencias que actúan de modo responsable. Para realizar la Etiqueta de Confianza ITL se trabajó con influencers de toda España a través de focus groups. El Libro Blanco de la Influencia Responsable es el resultado de una gran conversación entre los stakeholders que forman el ecosistema de la influencia: usuarios y consumidores, influencers, marcas, agencias, medios de comunicación, plataformas sociales, instituciones y organizaciones, y reguladores. Entre todos, se dibujan y proponen los pasos a seguir para hacer real un entorno de influencia responsable. Para llevar a cabo este proyecto, se ha realizado una exhaustiva recogida de información a través de más 40 entrevistas en profundidad a los representantes más destacados de los agentes que componen el ecosistema de la influencia digital. Durante estas entrevistas, se ha analizado la situación actual, descrito los retos y palancas de cambio de la influencia responsable, y se han determinado las recomendaciones y pasos a seguir para crear un entorno de influencia responsable promovido por todas las partes implicadas.
  • Autores: San Miguel Arregui, Patricia
    ISSN: 978-84-17277-56-7 2020
  • Autores: Kalbaska, Nadzeya (Coeditor); Sádaba Garraza, Teresa (Coeditor); Cominelli, Francesca (Coeditor); et al.
    ISSN: 978-3-030-15436-3 2019
  • Autores: Torregrosa Puig, Marta (Editor)
    ISSN: 978-84-313-3289-1 2018
    La moda es un fenómeno sobre el que pivotan un buen número de formas de interacción cotidiana. Es un libro para explicarlas. Está escrito para dar sentido a un entorno en el que las emociones y el consumo se retroalimentan: lo que se siente cada vez juega un papel más relevante en la vida social y "lo que está de moda" se extiende a todo tipo de bienes, espacios y servicios.

Proyectos desde 2018

  • Título: Cibermedios nativos digitales en España: caracterización y tendencias
    Código de expediente: RTI2018-093346-B-C31
    Convocatoria: 2018 AEI - MCIU - Retos Investigación
    Fecha de inicio: 01-01-2019
    Fecha fin: 31-12-2021
    Importe concedido: 42.350,00€
    Otros fondos: Fondos FEDER