Departamento académico (Área Humanidades, Sociales y Jurídicas): (FCOM) Marketing y Empresas de Comunicación

Centro académico (Área Humanidades, Sociales y Jurídicas): Facultad de Comunicación (FCOM)

Organización: Universidad de Navarra

Research group: DPC Diseño y procesos creativos

Research group: MODI Moda Digital

Email: psanmiguel@unav.es

Personal web / Curriculum Vitae: https://www.patriciasanmiguel.com/

Doctor by the Universidad de Navarra with the thesis Fashion influentials liderazgo de opinión y comportamiento de compra en moda 2018. Supervised by Dr. Teresa Sádaba Garraza.

Professor & Researcher working at the nexus of consumer behavior and digital marketing, with a focus on the fashion industry. PhD in Applied Creativity (Extraordinary Award) and BA in Advertising, plus Executive Fashion MBA. I lead European projects that promote responsible influence and media and advertising literacy. My career blends 10+ years of research with teaching at the University of Navarra, ISEM Fashion Business School, and institutions across Europe and Latin America. I have published more than 30 indexed work. My passion: transforming consumer behavior insights into strategies that connect brands, creators, and global audiences—always with ethical rigor and a results oriented mindset. Author of "Social Media in the Fashion Industry Fundamentals, Strategy and Research Methods" (Routledge, 2024) & "Influencer Marketing" (Editorial LID 2020).