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Gloria Jiménez Marín,Paloma Sanz Marcos,Irene Garcia Medina,Patricia Margarida Farias Coelho
Pág. pp. 65 - 77
? In these days of online commerce, we need to know the real behavior of consumers in physical stores: the points of sale must anticipate the purchasing decisions of consumers in order to be able to offer the best buying experience as well as tailor the ...
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Marián Navarro Beltrá,Irene Garcia Medina,Pedro Pereira Correia
Pág. pp. 30 - 43
The main goal of this study is to examine the communication that fashion brands make through Facebook. It is intended to ascertain if the fashion brands use a communication strategy based on dialogue with their followers. In order to reach the objectives...
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Zahaira Fabiola González Romo,Irene García-Medina,Noemí Plaza Romero
Pág. pp. 136 - 149
This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audienc...
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Patricia M. F. Coelho,Pedro Pereira Correia,Irene Garcia Medina
Pág. pp. 150 - 157
Today, social media are the new way of public and political communication in digital marketing. Companies or organizations are no longer the exclusive owners of the relation of consumers with their products/services; instead, the survival of the organiza...
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Zahaira Fabiola González Romo,Ruth Contreras-Espinosa,irene García Medina
Pág. pp. 58 - 63
Apps are of great interest and curiosity for the users of mobile phones, being already highly unloaded and used for the users of smartphones.The fashion mobile applications represent only a fraction of the mobile global applications (almost 0,2 %), never...
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Pedro Pereira Correia,Irene García Medina
Pág. pp. 23 - 27
In a more transparent and dynamic world, in which consumers trust other consumers more for advice and recommendations on products and services, the continuity of organizations appears to be associated with socialization, the sharing of interests and the ...
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Irene Garcia Medina,Pedro Alvaro Correia Pereira
Pág. pp. 37 - 42
The continuity and the success of organizations appear increasingly associated with the incorporation of social media. The success depends of the structural and procedural changes that the organization has to make. Today, social media are the new digital...
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