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Campo DC | Valor | Lengua/Idioma |
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dc.contributor.author | González Romo, Zahaira Fabiola | - |
dc.contributor.author | García Medina, Irene | - |
dc.contributor.author | Plaza Romero, Noemí | - |
dc.contributor.other | Universitat Internacional de Catalunya | - |
dc.contributor.other | Glasgow Caledonian University | - |
dc.contributor.other | Universitat Oberta de Catalunya | - |
dc.date.accessioned | 2019-04-11T07:54:20Z | - |
dc.date.available | 2019-04-11T07:54:20Z | - |
dc.date.issued | 2017-09-12 | - |
dc.identifier.citation | González Romo, Z.F., García Medina, I. & Plaza Romero, N. (2017). Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands. International Journal of Interactive Mobile Technologies, 11(6), 136-149. doi: 10.3991/ijim.v11i6.7511 | en |
dc.identifier.issn | 1865-7923MIAR | - |
dc.identifier.uri | http://hdl.handle.net/10609/93113 | - |
dc.description.abstract | 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 content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history. | en |
dc.language.iso | eng | - |
dc.publisher | International Journal of Interactive Mobile Technologies | - |
dc.relation.ispartof | Journal of Interactive Mobile Technologies, 2017, 11(6) | - |
dc.relation.uri | http://online-journals.org/index.php/i-jim/article/download/7511/4705 | - |
dc.rights | CC BY | - |
dc.rights.uri | http://creativecommons.org/licenses/by/3.0/es/ | - |
dc.subject | interaction | en |
dc.subject | marketing strategies | en |
dc.subject | estrategias comerciales | es |
dc.subject | estratègies comercials | ca |
dc.subject | mobile marketing | en |
dc.subject | marketing de móviles | es |
dc.subject | màrqueting de mòbils | ca |
dc.subject | social networks | en |
dc.subject | redes sociales | es |
dc.subject | xarxes socials | ca |
dc.subject | bloggers | en |
dc.subject | blogueros | es |
dc.subject | bloguers | ca |
dc.subject | storytelling | en |
dc.subject | narració d'històries | ca |
dc.subject | narración de historias | es |
dc.subject | marketing trends | en |
dc.subject | tendencias del mercado | es |
dc.subject | tendències del mercat | ca |
dc.subject | influenciadors | ca |
dc.subject | influenciadores | es |
dc.subject | influencers | en |
dc.subject | interactivity | en |
dc.subject | interactividad | es |
dc.subject | interactivitat | ca |
dc.subject | interacción | es |
dc.subject | interacció | ca |
dc.subject.lcsh | Application software -- Development | en |
dc.title | Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands | - |
dc.type | info:eu-repo/semantics/article | - |
dc.subject.lemac | Programari d'aplicació -- Desenvolupament | ca |
dc.subject.lcshes | Software de aplicación -- Desarrollo | es |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | - |
dc.identifier.doi | 10.3991/ijim.v11i6.7511 | - |
dc.gir.id | AR/0000006166 | - |
dc.type.version | info:eu-repo/semantics/publishedVersion | - |
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