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Introduction
Irene García Medina currently works at the Business Management, Glasgow Caledonian University. Irene does research in Communication, Marketing and Media.
Current institution
Publications
Publications (63)
Purpose: The main objective of this exploratory research study was to demonstrate the extent to which customers' approach-avoidance responses to fast fashion flagship stores can be predicted from their emotional states framed according to the PAD (Pleasure, Arousal, and Dominance) model and information rates.
Design/methodology/approach: Data was c...
In the fashion and luxury sector, we are witnessing a period of change in which social networks play a leading role given their capacity to connect brands and consumers. The new trend of brands encourages sustainable marketing, in line with a more ethical and selective consumer. Eco-fashion processes are associated with fair working conditions, sus...
The book Firms in the Fashion IndustryFashion industry provides a comprehensive view of these firms in an international context considering crucial aspects such as sustainabilitySustainability, luxuryLuxury and communication. Over the course of nine chapters, the book collects real stories from companies in the sector, attempts to describe the main...
This study is a review of the literature regarding business entrepreneurship and education. The main aim is to study the social and educational factors affecting the creation of self-employment for young people as a contribution to the development of local entrepreneurship, reducing unemployment and leveraging economic development. Of the various s...
Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos in the UK, Spain and Italy through surveys. The first research question aimed at determining the degree of association between nationality and brand familiarity. Results have reported a directional association for half...
A ‘celebrity endorser' is any individual easily recognisable by the general public who leverages this visibility and goodwill to either appear alongside the product in an ad or endorse the product. This helps cosmetics brands to architect a strong brand image in the eyes of end users, a result due in large to the transference of the endorser's trus...
This contributed volume captures some of the most current topics and trends in the fashion industry. It provides a theoretical and empirical analysis of the behaviour of firms in this fast-moving industry with a focus on their resources, capabilities and routines around communication and sustainability strategies in an international context. It cov...
Today, thanks to the consolidation of Internet, users have access to many sources of information on health issues. On social networks, there are profiles of health professionals who share content that generates credibility when published by specialists who are knowledgeable in the sector. These profiles include pharmaceutical professionals who diss...
La evolución de las redes sociales en general y de Instagram en particular, ha propiciado el nacimiento y la proliferación de los influenciadores digitales, una figura que toma el relevo de los bloggers de moda y que ha logrado captar la atención de los profesionales de la comunicación del sector debido a su potencial en la generación de engagement...
p class="0abstract"> — 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 marketing variables to the specific needs of each consumer. This is where r...
Las redes sociales, y en concreto Facebook, son frecuentemente utilizadas tanto por la población como por todo tipo de organizaciones. En concreto, las empresas suelen emplear la comunicación digital para crear vínculos emocionales con el usuario. En este sentido, especialmente llamativa resulta la industria de la moda, ya que se trata de un sector...
Healthy lifestyle habits provide the basis for optimal development in minors and advertising can affect, positively or negatively, the maintenance of certain of these habits. Even more, the advertising directly related to food. Therefore, this text aims to assess the levels of compliance with the Code of Advertising for Food and Beverages Directed...
Healthy living habits are the basis for optimal development in children and advertising can affect, positively or negatively, the maintenance of some of these habits. The analysis of food and drink advertising aimed at children during the enhanced protection zone is evidence of the growing problem of obesity in the child population generated throug...
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 indicated above, a content analysis has been carried out (quantitative methodology) of 326 publ...
Introducción: Momentos convulsos y de cambio definen el contexto político catalán. El tema de la independencia monopoliza la cobertura mediática de España y el Centro de Investigaciones Sociológicas (CIS) constata un aumento sin precedentes de la preocupación ciudadana (2017). Metodología: Se analiza la hibridación entre agendas (política, mediátic...
The emergence of social networks has revolutionized the way people communicate and share information.
Consequently, it becomes important to analyze the role of these models of collaboration and innovation
through social networks in the strategic vision of the responsibility of marketing and communication in
tourism industries, mainly the role of Fa...
Western political debate, like other areas, has entered the digital world. Political actors have had to adapt to new communication strategies linked to technology in general and to social networks in particular. A new debate has opened that has provoked changes in the traditional system of political communication with its different audiences. Thus,...
This research will provide new useful insights for cosmetics marketing specialists with respect to consumer preferences based on the visual elements of hair care, skin care and makeup products. For the research, a quantitative research approach was adopted using the design of the survey and data were collected from 130 women in the United Kingdom....
This research provided new helpful insights for cosmetics marketers about their consumer preferences regarding visual elements of their hairstyle, skin care, and makeup products. A quantitative research approach was adopted using the survey research design and used a questionnaire tool to achieve the research objectives. Data were collected and ana...
Compreender a televisão como uma mera entidade de entretenimento é um conceito obsoleto. A definição tradicional da mídia com um propósito informativo também é pequena. No século XXI, damos um passo adiante: afirmamos que, além de informar e divertir, a mídia e, no caso que nos interessa, a televisão, forma. Educa. Portanto, começamos a partir da r...
En este artículo se analizó comparativamente la capacidad dialógica de las marcas de moda de lujo frente a las denominadas low-cost en la red social Twitter. Para ello, se recurrió a la metodología cuantitativa y se realizó un análisis de contenido de 1135 tuits publicados por H&M, Zara, Ralph Lauren y Hugo Boss. Se observó que no existe consenso e...
Purpose
The purpose of this paper is to investigate fashion blogs’ influence on Spanish Millennials’ buying behaviour.
Design/methodology/approach
This research is quantitative in nature, utilising a mono method consisting of structured self-administered questionnaires. Data were exported to IBM SPSS Statistics, where different types of analyses w...
This article is characterized as a theoretical and practical research related to a project developed during the year 2015 in two schools - one public, the other private- , in the city of Birigui, State of São Paulo, Brazil. The main goal of the study was to analyze: the pedagogical project and the teachers’ activities oriented towards teaching and...
A través de este estudio se pretende dar relevancia a los elementos que componen el marketing sensorial, destacando su potencial para la mejora de la experiencia de compra del usuario en el punto de venta. Para llevar la investigación a cabo, se ha adaptado el modelo de Hulten, Broweus y Van Dijk (2009) sobre el marketing sensorial con el objetivo...
Considering both, the current competitive saturation and the need of differentiation and brand –and product- positioning, points of sale use the diverse merchandising techniques: distribution and products proximity, use of materials, coordination of promotions or entertainment in the POS. In that sense, we can affirm that the final design of a poin...
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 organizations depends of the effective utilization of the social media. New web technologies have made i...
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 audiences in a digital and mobile environment, for which qualitative techniques have been used, through...
The use of Internet has changed considerably the marketing practice. In this article the authors carry on a literature review to analyse the factors involved in the process and also the advantages, challenges and opportunities of this technology from a marketing perspective.
Introduction: In this article we study the representation of children’s body at the point of sale of children’s fashion shops, with the aim of analyzing the body image projected in these establishments aimed at children as consumers and their parents as buyers. Methodology: Through observation as a method, a series of variables (thinness, height, e...
Baroque art is an undoubtedly propagandistic art. Its eternal cultivation by the Catholic Church during the Counter-reformation has left us with an immense artistic heritage that nowadays can be recovered with ease, above all, in the most important city of the territory of Spain at the beginning of the 17th century –Seville. The result of the conve...
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 %), nevertheless they are starting to deserve special attention from designers and researchers in this a...
The advances in internet technology over the past decade have irrevocably altered the ways in which people communicate – this, in turn, has had an undeniable impact on consumer behaviour. The following chapter set out to explore the phenomenon of blogging and social media communities, and the impact these communities have had on reference group cul...
El objetivo este estudio es conocer los patrones de uso de los medios digitales, las plataformas más usadas y entender los controles parentales que se ejercen sobre niños de entre 7 y 10 años y preadolescentes de entre 11 y 12 años, los grupos que serán influenciados a medio plazo por las nuevas tendencias. Los resultados muestran que los medios di...
Relationship marketing and practice has undergone a paradigm shift in recent years, becoming globally recognized and adopted. Yet despite this, empirical work exists in developing relational phenomena between consumers and the brands they purchase from. An exception of this is a study by Fournier, which considered relationship phenomena in the cont...
Purpose
– This paper aims to understand the contribution made by Facebook as a marketing tool for companies, and through empirical observation (interviews and questionnaires) and theoretical analysis (studies and academic literature on the subject), to analyse the reactions of individuals in social media (particularly in Facebook) and its confluenc...
El Foro Mundial de Editores celebrado en 2010 en Hamburgo evidenció la necesidad de que las redacciones de los diarios trabajen simultáneamente en cuatro plataformas: edición impresa, web, tabletas y teléfonos móviles. Al mismo tiempo, los periodistas tendrán que adaptar el estilo narrativo de las informaciones a cinco formatos: alertas, artículo,...
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 interaction with the audience. This is associated with the incorporation of digital technologies...
Internet se ha convertido en el siglo 20 en uno de los mayores medios de difusión de información en el mundo, y de esta difusión digital, nacieron blogs. El interés de nuestra investigación se centra en los nuevos tipos de relatos que empiezan a emerger en los blogs. Los blogs son un formato innovador, que proporciona al usuario herramientas intera...
Los nuevos hábitos de consumo de medios en el marco de la convergencia digital están propiciando un cambio en las estrategias de los medios de comunicación. Mientras unosusuarios siguen prefiriendo la radio, la televisión y la prensa tradicional para informarseotros participan de la experiencia digital en internet (blogs, redes sociales...) ydispos...
Internet became in the 20th century the biggest media of information dissemination in the world, and from this digital dissemination, blogs were born. The interest of our research are the new types of narratives that begin to emerge from blogs. Blogs are very innovative because they give the user interactive tools that permit the creation of conten...
Resumen: Desde hace una década se habla de la convergencia digital, que ha propiciado la conjunción de la informática con los me-dios de comunicación y la interconexión en red. Actualmente circulan con facilidad soportes viejos y nuevos cada vez más flexibles. La consecuencia para los usuarios es que hoy dis-ponen de una amplia variedad de contenid...
RESUM: La investigació es centra en la visió dels mitjans de proximitat i el consum de d’aquests mitjans en el marc de la convergència digital a Catalunya. No és cap misteri l’aparició de nous hàbits de consum de continguts dels mitjans de comunicació nous i vells, on uns prefereixen, la premsa, la televisió i la ràdio, i d’altres amplien l’experiè...
Los nuevos hábitos de consumo de medios en el marco de la convergencia digital están propiciando un cambio en las estrategias de los medios de comunicación. Mientras unos
usuarios siguen prefiriendo la radio, la televisión y la prensa tradicional para informarse otros participan de blogs, redes sociales y dispositivos móviles.En este contexto, la p...
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 marketing tools that help in the processes of communication. Companies need to understand that...
RESUMO: Com o desenvolvimento da internet e os avanços das redes sociais distintas instituições e universidades atentaram-se para suas facilidades e passaram a utilizar-se de dispositivos móveis no ensino-aprendizagem. Através de diferentes recursos metodológicos passam a produzir e assim criar um novo espaço de aprendizagem no e para o ensino. Par...
La convergencia anuncia la coexistencia de los nuevos medios digitales con el apogeo de una cultura participativa, protagonizada por comunidades de usuarios con una actividad casi frenética. Nuevas modalidades de trabajo cooperativo que permiten la creación y recreación grupal de contenidos, y la creación de comunidades de usuarios que utilizan y r...
Des de fa una dècada es parla de la convergència digital que ha propiciat la conjunció de la informàtica en els mitjans de comunicació i la interconnexió en xarxa. Actualment circulen amb facilitat vells i nous suports cada vegada més flexibles. La conseqüència per als usuaris és que avui disposen d’una ampla varietat de continguts connectats perma...
This article presents the findings of a research carried out in 2008 to identify the actors and contents of mobile communication produced in Catalonia. Mobile, communication, one of the most dynamic sectors of the global economy, is changing different aspects of social life, from relationship models to cultural production, distribution and consumer...
Communication mediated by mobile devices is one of the most dynamic sectors of the global economy and is transforming different aspects of our lives, including our ways of relating and our cultural production, distribution and consumption models. Media studies should not ignore these transformations. This paper presents the results of a study carri...
RESUMEN: El artículo presenta una parte de los resultados de una investigación realizada en 2008 donde se describen y analizan actores, contenidos y tendencias del marketing móvil en Cataluña. El marketing móvil está transformando las formas de comunicación publicitaria, ya que, al tratarse de un medio de comunicación unipersonal, directo e interac...
Conté: cas pràctic i nota pedagògica CAS PRÀCTIC: A la comarca d'Osona, SOME SA, és una empresa que destaca des de fa anys pel seu èxit empresarial. El seu director gerent, Ramon Mena Pons, viu per a la seva feina, escull personalment els seus col·laboradors pròxims i, juntament amb el seu equip i amb consens, sospesa totes les decisions que s'han...
