Fashion in Actions on Social Media – Spanish SME Fashion Brands Case Studies

Fashion is one of the most vibrant sectors in Europe and important contributors to the European Union (EU) economy. In particular, Small and Medium Enterprises (SMEs) play a major part in European fashion industry (EU 2012). Just like fashion, where people¿s style has inherently meant to be shared as it is foremost a representation of one¿s self-image, social media allow the reflection of ones' personality and emotions. Although fashion practitioners have embraced social media in their marketing activities, it is still relatively few known at an academic level about the specificities of fashion industry when approaching social media marketing (SMM) strategies. This study sets out to explore fashion companies' SMM strategy and its activities. From an exploratory approach, we present case studies of two Spanish SME fashion companies, anonymously named hereafter as Company A and Company B, to deepen our understanding on how fashion brands implement their SMM strategy. Company A offers high-end fashion products while Company B produces medium fashion products. We analyzed the case studies using qualitative (interviews to companies' executives) and a mix of qualitative and quantitative (content analysis of companies' social media platform) methods. Public posts data of both companies' Facebook brand pages were used to perform the content analysis. Our findings through case studies of the two companies reveal that branding-oriented strategic objectives are the main drivers of their SMM implementations. There are significant differences between both companies. The main strategic action employed by Company A is engaging customers to participate into brand's offline social gathering events by inviting them through social media platform, while Company B focuses its effort on posting product promotion related contents and engaging influencers such as fashion bloggers. Our results are expected to serve as a basis of further investigations on how SMM strategy and strategic actions implemented by fashion brands may influence marketing outcomes.

Educação Alimentar e Nutricional na Atenção Primária à Saúde na perspectiva do profissional não nutricionista

Introdução: O Direito Humano a Alimentação Adequada (DHAA), na perspectiva da Segurança Alimentar e Nutricional (SAN), destacou-se devido à compreensão dos determinantes para a Promoção da Saúde (PS). A Educação Alimentar e Nutricional (EAN) é uma ferramenta capaz de promover a reflexão dos cidadãos sobre como realizar esse direito. No Brasil, o quadro de insegurança alimentar entre crianças e adolescentes torna os profissionais de saúde da Atenção Primária à Saúde (APS) atores promissores para a reversão desse quadro, já que esses trabalham com os principais influenciadores desse público: a família. Objetivo: Analisar a atuação de profissionais de saúde não nutricionistas coordenadores de grupos educativos com conteúdo de alimentação e nutrição, desenvolvidos na APS do município de São Paulo. Métodos: Estudo qualitativo, com aplicação de entrevistas semiestruturadas e análise por meio do Discurso do Sujeito Coletivo. Foram levantados os dados a respeito da formação desses profissionais e identificadas suas percepções sobre seus papéis nos grupos que coordenam e a importância atribuída a eles. Resultados: A profissão dos 21 entrevistados reflete a atual configuração da Estratégia Saúde da Família. Há predominância de profissionais do sexo feminino com pós-graduação em temas de saúde coletiva. Foram identificadas 13 Ideias Centrais dividas em 2 Eixos Temáticos. Levantaram-se percepções contrárias e outras a favor aos referenciais teóricos trabalhados. Como favoráveis, identificou-se a valorização dos grupos como espaços de participação, troca de experiências e criação de vínculo entre seus membros, sendo o coordenador do grupo responsável pela condução desses. A importância na atuação interprofissional para o atendimento integral à saúde e atualização entre os profissionais também foi destacada. Já as desfavoráveis trouxeram a desvalorização das atividades em grupo, ou a atribuição de sua importância como forma de acesso a serviços, medicamentos ou informação, a identificação dos coordenadores como responsáveis por mudanças de comportamentos nos participantes, modelos a serem seguidos, e sendo considerados detentores do conhecimento, o que parece sobrecarregá-los, desmotivá-los e frustrá-los. Assim, alguns buscam seu reconhecimento trazendo atividades que agradam os usuários, independentemente da constatação das necessidades do território. Conclusões: A percepção dos profissionais parece refletir a forma em que atuam, evidenciando um momento heterogêneo sobre as formas de se abordar os aspectos relacionados à alimentação, além do despreparo para a coordenação de grupos. Dessa forma, recomenda-se a aproximação entre os campos da saúde e da educação, visando práticas mais significativas e libertadoras, bem como a reflexão sobre a formação desses profissionais, já que suas atuações parecem refletir a educação na qual foram moldados. Os princípios da PS, do DHAA, da SAN, da EAN e das características essenciais a um coordenador de grupos, devem ser trabalhados com esses atores, e, para tanto, como produto dessa pesquisa, sugeriu-se um curso de atualização.

Glue Technology: A Blueprint for Cultural Integration

Despite the gargantuan stakes that mergers and acquisitions represent, global companies' success rate at integrating organizations has been dismal, incurring billions of dollars in lost shareholder value. International human resources' handling of the cultural integration process is the principal differentiator between success and failure. This Capstone project proposes a process for developing cultural integration mechanisms, known as glue technology, and provides a step-by-step process map for execution through four phases. During planning, the need for glue technology is defined. Through analysis, rewards systems are assessed, and a strategy is chosen. In implementation planning, unanimous executive commitment must be secured. Last is measurement based on the integration plan's objectives. Enabling mechanisms such as removing negative influencers, speed, and communication are discussed.

El tratamiento de la epilepsia en la agenda de los medios para una comunicación afirmativa

La cifra de personas que padecen epilepsia en España alcanza, según últimos datos publicados, los 400.000. Si bien cada año se diagnostican 20.000 casos nuevos en nuestro país, la epilepsia es la gran desconocida de las enfermedades por la sociedad. Las personas afectadas y sus familias conviven con una enfermedad que incapacita, en muchas ocasiones, al paciente en su actividad diaria. Es, en este aspecto, donde la morbilidad que rodea a la epilepsia es casi más perjudicial para los enfermos y familiares que la propia enfermedad que ha sido reconocida por la Organización Mundial de la Salud como “un importante problema de salud pública”. El actual trabajo, a partir del análisis de contenido de 159 noticias aparecidas en diferentes soportes on line, presenta cómo tratan la epilepsia los medios de comunicación y su impacto en la agenda de los públicos, así como los temas y el contexto de las noticias sobre la epilepsia en función de la clasificación de públicos que aportamos y que está basada en la Teoría Situacional de Grunig. El logro de estos objetivos, nos ha permitido conocer el grado de sensibilización de la epilepsia a partir del contenido de las noticias por tipo de público y la necesidad de que los medios de comunicación hagan de prescriptores e influenciadores con los actores políticos, para una comunicación afirmativa.

La gastronomía como Industria Creativa en un contexto digital. Análisis de webs y redes sociales de los restaurantes españoles con estrella Michelin

En los últimos años es evidente el éxito creciente de la gastronomía, no sólo como mercado económico sino también desde una perspectiva comunicativa. Entendida como una Industria Creativa, la gastronomía está adquiriendo cada vez más peso en el mercado de la comunicación y se están desarrollando planes estratégicos que acercan progresivamente el sector gastronómico a todos los públicos, democratizando el arte de la cocina y haciendo de éste un talento accesible y disponible para todos los públicos. En pleno contexto de crecimiento, las estrategias y recursos comunicativos que utilizan tanto los mass media como los propios restaurantes y profesionales de la cocina, se han de convertir en objeto de estudio necesario para entender, por ejemplo, de qué manera se explotan los recursos comunicacionales y cuál es el alcance de los mismos así como sus oportunidades. El presente artículo se centra en un análisis de contenido de las páginas webs y las redes sociales utilizadas por los ocho restaurantes españoles galardonados con tres estrellas por la Guía Michelin España-Portugal (2014), sometidos a estudio en la misma semana (del 15 al 21 de septiembre). El objetivo principal es tratar de conocer estrategia de comunicación online llevada a cabo por estos restaurantes y establecer la importancia que se les atribuye a los recursos web a la hora de contribuir tanto a la consolidación de sus propias marcas como a la propia Industria Creativa gastronómica. Los resultados muestran cierta disparidad en el uso tanto de los recursos web como de los social media y avanzan que el sector gastronómico y de la restauración española tiene un reto: seguir comunicando implicándose en mayor medida con la bidireccionalidad e invitación a la participación de sus públicos, con el objetivo de captar nuevos contactos, fidelizar a los clientes actuales y convertir a todos ellos en prescriptores de sus servicios.

Fashion opinion leadership, innovativeness and attitude toward advertising among Portuguese consumers

In the context of the fashion market, this study aims to analyze opinion leadership and, specifically, to verify the correlation that may exist between opinion leadership, fashion innovativeness and attitude towards fashion advertising. It is also intended to identify two different consumer groups: opinion leaders and fashion followers based on “opinion leadership” construct. Data collection was done through a self-administered questionnaire with a convenience sample of 203 graduate and postgraduate students of two universities of Porto, the second major city of Portugal. Results show a positive correlation between fashion innovativeness, fashion opinion leadership, and attitude towards fashion advertising. It was possible to identify two groups of consumers: fashion influencers, who exhibit a moderate sense of innovativeness and a positive attitude towards fashion advertising; and fashion followers who don’t consider themselves neither innovators nor opinion leaders, but have a moderate positive attitude towards fashion advertising.

Purchase decision-making in fair trade and the ethical 'gap':'is there a fair trade twix?'

Children are increasingly being recognised as a significant force in the retail market place, as primary consumers, influencers of others, and as future customers. This paper adds to the literature on children as consumers by exploring their attitudinal responses to a specific group of products: Fair Trade lines. There has been no research to date that has specifically addressed children as consumers of Fair Trade or the ethical purchase decision-making process in this area. The methodological approach taken here is an essentially interpretive and naturalistic analysis of two focus groups of school children. The analysis found that there is an urgent need to develop meaningful Fair Trade brands that combine strong brand knowledge and positive brand images to bridge the ethical purchase gap between the formation of clear ethical attitudes and actual ethical purchase behaviour. Such an approach would both capture more of the children’s primary market and influence future purchase behaviour. It is argued that Fair Trade actors should coordinate new marketing communications campaigns that build brand knowledge structures holistically around the Fair Trade process and that extend beyond merely raising consumer awareness.

Developing and applying a place brand identity model:the case of Slovenia

This paper reviews the concept of place brand identity within the supply side aspect of place branding. With no widely accepted model of place brand identity, the paper proposes a new model, which has its roots in marketing, tourism and sociological theory. The model focuses on the country brand of Slovenia, representing the first systematic branding process in Slovenia's short history. The development of a research program followed a holistic approach involving key influencers and enactment stakeholders. This novel approach has several advantages over the previously uncoordinated country branding attempts. © 2012 Elsevier Inc.

A computational approach to measuring the correlation between expertise and social media influence for celebrities on microblogs

Social media influence analysis, sometimes also called authority detection, aims to rank users based on their influence scores in social media. Existing approaches of social influence analysis usually focus on how to develop effective algorithms to quantize users’ influence scores. They rarely consider a person’s expertise levels which are arguably important to influence measures. In this paper, we propose a computational approach to measuring the correlation between expertise and social media influence, and we take a new perspective to understand social media influence by incorporating expertise into influence analysis. We carefully constructed a large dataset of 13,684 Chinese celebrities from Sina Weibo (literally ”Sina microblogging”). We found that there is a strong correlation between expertise levels and social media influence scores. Our analysis gave a good explanation of the phenomenon of “top across-domain influencers”. In addition, different expertise levels showed influence variation patterns: e.g., (1) high-expertise celebrities have stronger influence on the “audience” in their expertise domains; (2) expertise seems to be more important than relevance and participation for social media influence; (3) the audiences of top expertise celebrities are more likely to forward tweets on topics outside the expertise domains from high-expertise celebrities.

Determinants of pharmaceutical innovation diffusion: social contagion and prescribing characteristics

This article studies the determinants of pharmaceutical innovation diffusion among specialists. To this end, it investigates the influences of six categories of factors—social embeddedness, socio-demography, scientific orientation, prescribing patterns, practice characteristics, and patient panel composition—on the use of new drugs for the treatment of type 2 diabetes mellitus in Hungary. Here, in line with international trends, 11 brands were introduced between April 2008 and April 2010, outperforming all other therapeutic classes. The Cox proportional hazards model identifies three determinants—social contagion (in the social embeddedness category) and prescribing portfolio and insulin prescribing ratio (in the prescribing pattern category). First, social contagion has a positive effect among geographically close colleagues—the higher the adoption ratio, the higher the likelihood of early adoption—but no influence among former classmates and scientific collaborators. Second, the wider the prescribing portfolio, the earlier the new drug uptake. Third, the lower the insulin prescribing ratio, the earlier the new drug uptake—physicians’ therapeutic convictions and patients’ socioeconomic statuses act as underlying influencers. However, this finding does not extend to opinion-leading physicians such as scientific leaders and hospital department and outpatient center managers. This article concludes by arguing that healthcare policy strategists and pharmaceutical companies may rely exclusively on practice location and prescription data to perfect interventions and optimize budgets.

A projektek és a változtatások szerepelméleteinek összehasonlítása (Comparison of role concepts of projects and changes)

A szerzők jelen cikkükben a projektmenedzsment és a változásmenedzsment szakirodalmában olvasható szerepelméleteket hasonlítják össze. A hasonlóságok szembeötlőek, de nem nyilvánvaló, hogy az egyes definíciók pontosan miben egyeznek vagy térnek el egymástól. A két szakterület irodalmában nem találtak ilyen összehasonlító elemzést. Először összehasonlítják a projekt, az elsőfokú (morfostatikus) és a másodfokú (morfogenetikus) változás közkeletű definícióit, hogy körülhatárolhassák a közöttük lévő átfedéseket, ahol egyáltalán van értelme összevetniük a különböző szerepmeghatározásokat. Találnak közöttük átfedést, ahol a különböző szerepdefiníciók egyaránt érvényesek, így összehasonlíthatók egymással. A két szakterület szerepmeghatározásainak tartalmát elemezve teljes egyezések, részleges hasonlóságok és különbségek is találhatók. Legfontosabb megállapításuk az, hogy a tartalmi átfedések és kapcsolódások miatt mindkét szakterület oktatói, kutatói és gyakorlati művelői komoly haszonnal forgathatják a másik terület szerepelméleti szakirodalmát is. ________ This paper compares the role concepts which are in current use in project management and change management literature. The similarities are noticeable at first sight but it is not clear where the domains of the different definitions of the two management disciplines overlap and where they vary from each other significantly. The authors have not found such an interdisciplinary comparison in the literature of the two fields. At first, they compared the widely used definitions of project, first order (or morphostatic) and second order (or morphogenetic) changes to find the overlapping areas where it is reasonable to compare the different role definitions at all. They found an overlapping area where the different role definitions are all valid and the role theories can be compared. The typical project stakeholders are: project sponsor, project manager, project management team, project team, influencers, customer/user, performing organization etc. The typical change roles are: sponsor (initiating and sustaining), agent, target, advocate, facilitator etc. The authors found samenesses, similarities and differences alike between the two sets of roles. The most important conclusion is that the findings enable participants working on these types of activities to rely on both bodies of knowledge properly.

Distribuição e uso de habitat por peixes recifais em um gradiente ambiental: estudo de caso em recifes areníticos

There are several abiotic factors reported in the literature as regulators of the distribution of fish species in marine environments. Among them stand out structural complexity of habitat, benthic composition, depth and distance from the coast are usually reported as positive influencers in the diversity of difentes species, including reef fish. These are dominant elements in reef systems and considered high ecological and socioeconomic importance. Understanding how the above factors influence the distribution and habitat use of reef fish communities are important for their management and conservation. Thus, this study aims to evaluate the influence of these variables on the community of reef fishes along an environmental gradient of depth and distance from shore base in sandstone reefs in the coast of state of Rio Grande do Norte, Brazil. These variables are also used for creating a simple predictive model reef fish biomass for the environment studied. Data collection was performed through visual surveys in situ, and recorded environmental data (structural complexity of habitat, type of coverage of the substrate, benthic invertebrates) and ecological (wealth, abundance and reef fish size classes). As a complement, information on the diet were raised through literature and the biomass was estimated from the length-weight relationship of each species. Overall, the reefs showed a low coverage by corals and the Shallow reefs, Intermediate I and II dominated by algae and the Funds by algae and sponges. The complexity has increased along the gradient and positively influenced the species richness and abundance. Both attributes influenced in the structure of the reef fish community, increasing the richness, abundance and biomass of fish as well as differentiating the trophic structure of the community along the depth gradient and distance from the coast. Distribution and use of habitat by recifas fish was associated with food availability. The predictor model identified depth, roughness and coverage for foliose algae, calcareous algae and soft corals as the most significant variables influencing in the biomass of reef fish. In short, the description and understanding of these patterns are important steps to elucidate the ecological processes. In this sense, our approach provides a new understanding of the structure of the reef fish community of Rio Grande do Norte, allowing understand a part of a whole and assist future monitoring actions, evaluation, management and conservation of these and other reefs of Brazil.

A Influência do endosso de blogueiras no comportamento das consumidoras de moda no Brasil

The study about the celebrity endorsement has relevance for both the academia and businesses seeking to retain and attract customers through marketing communications. However, most researches conducted analyzes celebrities from the artistic or sports, and study the endorsement in print media or on TV. Few studies analyze the endorsement of influencers in social media. Observing this gap, the aim of this study is to verify if the endorsement of fashion bloggers influence on purchase intention of Brazilian consumers. In addition, other factors were analyzed for better understanding of the fashion consumer behavior: evaluation of the product, brand awareness, brand loyalty, product quality, involvement with fashion, and credibility of the endorser. Therefore, it held two studies. The first consisted of a qualitative exploratory research, which used focus groups to identify and understand how social media affect the behavior of consumers of fashion products. Among the main results of this study, we highlight the Instagram appointed unanimously as the main social media used by respondents for information on fashion, and the mention of blogger Thássia Naves as the main source of fashion reference in social media. In the second study was undertaken an experiment in which half of the sample had access to the image of a dress used by the blogger Thássia Naves on her Instagram, while the other half had access to dress image disclosed at the online store website of the product brand. The number of valid responses considered for the study was 465. To test the hypotheses of the study, we applied the t test for independent samples and ANOVA test for more than two groups. The survey results supported 5 of 8 hypotheses proposed. which were: The endorsement of the fashion blogger has a positive effect on purchase intention of the endorsed product (H1); The endorsement of the fashion blogger has a positive effect on the evaluation of the endorsed product (H2); The credibility of the fashion blogger has a positive effect on purchase intention of the endorsed product (H3); The credibility of the fashion blogger has a positive effect on the evaluation of the endorsed product (H4); and the credibility of the fashion blogger has a positive effect on brand awareness (H5). The other hypotheses have been disproved: The credibility of the fashion blogger has a positive effect on brand loyalty (H6); The credibility of the fashion blogger has a positive effect on the perception of quality (H7); and the credibility of the fashion blogger has a positive effect on involvement with fashion (H8).Within the scope of further analysis, it was found that involvement with fashion positively interfere in purchase intent, the evaluation of the product, brand awareness, loyalty to the brand, the pursuit of product quality and credibility of the endorser. Moreover, it was found that the frequency of access to Instagram for fashion information positively affects the purchase intention, in evaluating the product, the brand awareness in brand loyalty, involvement with fashion, and credibility endorser.

Influences and advice of theatrical consumption. A study about the effect of the theatre critics and other instances of evaluation in the habits of theatre attendance

This article analyses the influence that different criticism stages of proceedings exert in the habits of theatre attendance. The study is based on the survey carried out specifically for this research in which 210 people, who attended a theatrical representation, were interviewed in three different theatres in the city of Valencia. The study has revealed the mouth to mouth importance in the decision of attending the theatre and its stronger influence on the audiences who less frequently go to theatrical representations. The results obtained have also made clear the existence of a narrow relation between the advice effect of the theatre critics and the patterns of attendance to the theatre, just like its bigger influence between theatres with commercial orientation and those which are addressed to the broad audiences.

Virtual Research Environments Catalysts of Change workshop

Knowledge Exchange organised the workshop 'Virtual Research Environments: Catalysts of change', following the success of the Virtual Research Environments: The next steps workshop which took place in Rotterdam, 2010. Changing research behaviour and practice have repercussions for funding programmes, policy and technology infrastructures. The development of tools has the potential to transform research practice, but as these tools become part of the digital infrastructure, challenges of use, maintenance and sustainably inevitably arise. This workshop allowed Knowledge Exchange and its partners to share their experience and understanding with leading experts, influencers and funders, including members of the European Commission. The workshop offered new perspectives and debate on: changing researcher behaviours policies in the creation and use of VREs sustainability re-use of tools and technologies.