Vol. 24 No. 2 (2020)

New narratives in fashion influencer marketing: professional profiles and consumption models

This number includes a monograph about new narratives in fashion influencer marketing: professional profiles and consumption models. It was coordinated by Concha Pérez Curiel (Universidad de Sevilla) and Ana María Velasco Molpeceres (Universidad de Valladolid).

DOI: https://doi.org/10.17979/redma.2020.24.2

Published: 2020-12-31

Table of contents

Monograph December 2020. New narratives in fashion influencer marketing

New trends and narratives in fashion influencer marketing: professional profiles and consumption models Monograph introduction

  • Concepción Pérez Curiel
  • Ana María Velasco Molpeceres
DOI: https://doi.org/10.17979/redma.2020.24.2.7322
Published: Dec 31, 2020
Pages 1-9

Stories that sell fashion: the visual merchandiser

  • Carmen Llovet Rodríguez
DOI: https://doi.org/10.17979/redma.2020.24.2.6861
Published: Dec 31, 2020
Pages 10-25

Activist communication activities on Instagram: the case of Spanish-speaking influencers

  • Ileana Zeler
  • Cristina Aguilera Morilla
  • Andrea Oliveira
DOI: https://doi.org/10.17979/redma.2020.24.2.6987
Published: Dec 31, 2020
Pages 26-43

Influencers and fashion on social media: analysis of top Spanish models on Instagram

  • Alejandra Romero-Coves
  • Dalia Carratalá-Martínez
  • Jesús Segarra-Saavedra
DOI: https://doi.org/10.17979/redma.2020.24.2.7053
Published: Dec 31, 2020
Pages 44-58

SEVEN Santander’s Fashion Industry: a transmedia strategy for the positioning and marketing of fashion products

  • Norberto Fabian Diaz Duarte
  • Carolina Raigosa Diaz
DOI: https://doi.org/10.17979/redma.2020.24.2.7067
Published: Dec 31, 2020
Pages 59-75

Effect of influencers on level of engagement in Instagram posts

  • Gema Oneto González
  • Concepción Pérez Curiel
  • Javier Riscart López
DOI: https://doi.org/10.17979/redma.2020.24.2.7069
Published: Dec 31, 2020
Pages 76-94

Fashion company communication on TikTok: the case of ASOS

  • Eduardo Villena Alarcón
  • María Jesús Fernández Torres
  • Carmen Cristófol Rodríguez
DOI: https://doi.org/10.17979/redma.2020.24.2.7071
Published: Dec 31, 2020
Pages 95-109

The Instragrammisation of fashion shows in the era of hypermodernity: live streaming and the 2020 season

  • Alberto Espinosa Grau
DOI: https://doi.org/10.17979/redma.2020.24.2.7073
Published: Dec 31, 2020
Pages 110-128

The importance of the color harmony and the face in the image of the individual. An international research

  • Julinda Molares Cardoso
DOI: https://doi.org/10.17979/redma.2020.24.2.7094
Published: Dec 31, 2020
Pages 129-143

Professional perspectives on the influence of Instagram on fashion photography

  • Belén Galletero-Campos
  • José Alberto Valenciano Jiménez
DOI: https://doi.org/10.17979/redma.2020.24.2.7098
Published: Dec 31, 2020
Pages 144-159

Sharenting: ‘mother-influencers’ and the commercial use of children’s images

  • Emma Torres Romay
  • Silvia García Mirón
DOI: https://doi.org/10.17979/redma.2020.24.2.7103
Published: Dec 31, 2020
Pages 160-179

The 4Es model in influencer marketing narratives: the case of Daniel Wellington

  • Marga Velar Lera
  • Patricia SanMiguel
DOI: https://doi.org/10.17979/redma.2020.24.2.7106
Published: Dec 31, 2020
Pages 180-200

Articles (open section)

Sensory marketing and sense of smell: a case study of Zara Home

  • Sara Gómez Gallo
  • Sandra Lizzeth Hernández Zelaya
DOI: https://doi.org/10.17979/redma.2020.24.2.6986
Published: Dec 31, 2020
Pages 201-2016

Strategic use of augmented reality in marketing and education

  • Roberto Berrios Zepeda
DOI: https://doi.org/10.17979/redma.2020.24.2.7120
Published: Dec 31, 2020
Pages 217-237

New narratives in fashion marketing: a case study of Fashion Dramas by Vogue

  • Mónica Valderrama Santomé
  • Sofía Mallo Méndez
  • Verónica Crespo Pereira
DOI: https://doi.org/10.17979/redma.2020.24.2.7161
Published: Dec 31, 2020
Pages 238-250

Relational Marketing and Brand Community: the Case of Netflix

  • Cristina González-Chans
  • Matías Membiela-Pollán
  • Manuel Cortés-Cuns
DOI: https://doi.org/10.17979/redma.2020.24.2.7157
Published: Dec 31, 2020
Pages 251-274