Patricia Sanmiguel

Universidad de Navarra | UNAV · ISEM Fashion Business School

La investigación sobre el marketing de influencers (IM) destaca los beneficios de los influencer para las marcas en términos de visibilidad, compromiso y ventas. No obstante, estudios en el campo de la psicología y de la salud señalan algunos comportamientos negativos de los influencers que afectan a sus audiencias, especialmente entre los menores....

Social media has become an essential brand communication channel for fashion brands through interaction, engagement and personal communication. Instagram is one of the most important social media platforms for communication and marketing for the luxury fashion industry and is a key marketing tool for brand equity, brand loyalty and brand preference...

Fashion shows are one of the most important communication and marketing tools through which fashion brands their brand image, personality, values, and culture. Also, Fashion Shows give brands high visibility online and offline. This study presents the evolution of Fashion Show studies through the literature review and proposes to return to the four...

Internet es un entorno sin fronteras espacio-temporales, donde las marcas de moda se conectan con sus consumidores, especialmente a través de las redes sociales. Instagram, TikTok o YouTube se han convertido en los canales preferentes para establecer una comunicación personal y bidireccional con los seguidores y al mismo tiempo en un canal de comun...

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 t...

Citation: Garrido, F.; Alvarez, A.; González-Caballero, J.L.; Garcia, P.; Couso, B.; Iriso, I.; Merino, M.; Raffaeli, G.; Sanmiguel, P.; Arribas, C.; et al. Description of the Exposure of the Most-Followed Spanish Instamoms' Children to Social Media. Abstract: There is evidence of the risk of overexposure of children on social networks by parents w...

Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged.

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 sustaina...

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...

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...

The use of the internet and of the (mass) media have in some way technically simplified the internationalization processes of companies, reducing the time needed in order to exchange data and information and facilitating the resolution of operational issues. Within this environment, fashion plays a relevant role; in fact, a considerable part of web...

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...

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 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 d...

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 th...

Little but increasing research has been done about the influence of blogs in the consumer decision-making process. This paper tries to shed some light on this new scenario, analyzing how bloggers are now a key player in the fashion industry, and explaining how they create a closer and more qualified relationship with customers, so they can be more...