Publicacions (36) Publicacions de Patricia San Miguel Arregui

2024

  1. Fashion brands in the metaverse: Achievements from a marketing perspective

    Journal of Global Fashion Marketing, Vol. 15, Núm. 3, pp. 320-340

  2. No solo influencers en el plan de comunicación: un estudio comparativo en el mundo de la moda

    Revista Mediterránea de Comunicación: Mediterranean Journal of Communication, Vol. 15, Núm. 2, pp. 191-205

  3. Phygital customer experiences: Zara: Pioneering a phygital experience in the mainstream fashion sector

    Customer Experience in Fashion Retailing: Merging Theory and Practice (Taylor and Francis), pp. 170-185

  4. Who is accountable for the negative effects of influencer marketing? Voices of the influencer ecosystem

    Icono14, Vol. 22, Núm. 1

  5. Who’s asking? Social platform and research sponsors’ identity biases in guests’ hospitality experience-reviews: a case study of Spanish hotels

    Journal of Hospitality Marketing and Management, Vol. 33, Núm. 2, pp. 233-250

2023

  1. Description of the Exposure of the Most-Followed Spanish Instamoms’ Children to Social Media

    International Journal of Environmental Research and Public Health, Vol. 20, Núm. 3

  2. Fashion Shows: The Greatest Show on Earth

    Springer Proceedings in Business and Economics

  3. Fashion empowering women: Sterotypes in the TV dramedy series House of Cards, Suits and Emily in Paris

    Journal of Global Fashion Marketing, Vol. 14, Núm. 4, pp. 374-389

  4. Instagram: Digital Behavior in Luxury Fashion Brands

    Springer Proceedings in Business and Economics

  5. Localization Strategies in Fashion Influencer Marketing: an exploratory study

    Revista Panamericana de Comunicación, Vol. 5, Núm. 1, pp. 51-68

2022

  1. Engage employees to engage customers: The role of the internal branding in fashion in retail

    Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos, Núm. 174, pp. 93-122

2021

  1. Creación de estrategias de marca y marketing digital en la fase inicial del lanzamiento de empresas: El caso de las startups en la industria de la moda

    Comunicando en el siglo XXI: Claves y tendencias (Tirant lo Blanch), pp. 462-473

  2. How to communicate sustainability: From the corporate web to E‐commerce. the case of the fashion industry

    Sustainability (Switzerland), Vol. 13, Núm. 20

  3. Libro Blanco de la Influencia Responsable

    IC-Media

  4. Millennials and Fashion: Branding and Positioning through Digital Interactions

    Fashion Communication: Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021 (Springer International Publishing AG), pp. 117-128

2020

  1. 'Influencer marketing' en perspectiva

    Harvard Deusto business review, Núm. 302, pp. 49-51

  2. Creación de estrategias de marca y marketing digital en la fase inicial del lanzamiento de empresas: El caso de las startups en la industria de la moda

    X Congreso Universitario Internacional sobre Contenidos, Investigación, Innovación y Docencia: (CUICIID 2020). Libro de Actas

  3. Digital user behavior in fashion e-commerce. a business model comparative study

    Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

  4. Fashion communication research: A way ahead

    Studies in Communication Sciences, Vol. 20, Núm. 1, pp. 121-125

  5. Localization and cultural adaptation on the web: An explorative study in the fashion domain

    Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)