Localization Strategies in Fashion Influencer Marketingan exploratory study

  1. Maddalena Tentori 1
  2. Patricia SanMiguel 2
  3. Marta Torregrosa 3
  1. 1 Universita della Svizzera italiana
    info

    Universita della Svizzera italiana

    Lugano, Suiza

    ROR https://ror.org/03c4atk17

  2. 2 ISEM Fashion Business School Universidad de Navarra
  3. 3 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

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Revista:
Revista Panamericana de Comunicación

ISSN: 2683-2208

Año de publicación: 2023

Título del ejemplar: La comunicación de moda: un puente entre la marca y el consumidor

Volumen: 5

Número: 1

Páginas: 51-68

Tipo: Artículo

DOI: 10.21555/RPC.V5I1.2866 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Revista Panamericana de Comunicación

Resumen

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 comunicación comercial. Una de las estrategias de marketing en redes sociales que más están utilizando las marcas de moda es el marketing de influencia. En los últimos años los estudios académicos en relación con el marketing de influencia han aumentado notablemente. Sin embargo, la literatura muestra que todavía son muchos los gaps existentes en los que es conveniente desarrollar estudios. En este sentido, los profesionales del marketing se encuentran con frecuencia ante la disyuntiva de realizar campañas con influencers globales o por el contrario localizar sus estrategias utilizando influencers de los países, ciudades o área donde se va desarrollar la campaña de comunicación y marketing, permitiendo una mejor interacción con el idioma, las costumbres y cultura del público objetivo. Este estudio exploratorio tiene como objetivo profundizar en la relación entre el marketing de influencia y las estrategias de localización. Para ello, se analiza las estrategias de influencer marketing de cuatro marcas de moda y lifestyle (Sephora, APM, H&M y Dolce & Gabbana) observando el enfoque global o local de sus acciones y sus consecuencias.

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Fuente de los datos: Dialnet