Fashion Blogs as the Information Sources About
Trends and New Products in Fashion Management

Wiażewicz, Joanna; Zatwarnicka-Madura, Beata

doi:10.17512/pjms.2016.14.1.20

Cited by 2 publications

(1 citation statement)

References 14 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Corporate communication can be defined as: "A management function that offers a framework for the effective coordination of all internal and external communications with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent" [31] (p. 5). Modern communication channels dedicated to varied stakeholder groups play significant roles in a communication strategy [32]. Stakeholders are not a homogenous group and they can be divided into three levels according to their influence and importance, namely (i) resource base (company's own resources), (ii) industry structure (entities affecting the industry), (iii) socio-political arena (consisting of the company's political and social environment) [33].…”

Section: Literature Reviewmentioning

confidence: 99%

Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh

et al. 2019

View full text Add to dashboard Cite

Companies’ increasing social awareness has led to the development of a corporate social responsibility orientation, whose implementation impacts on their overall marketing communication, both at its strategic and operational levels. The issue of integration of both levels is recognized as a research gap and is thus, the main interest of this article. A company’s CSR orientation depends on the context of social problems, specifically in our case, the need for women’s empowerment as well as the creation of sustainable (socially and environmentally) workplace conditions in Bangladesh. The aim of the paper is to investigate and propose ways of integrating strategic and operational levels of CSR marketing communication. We applied the case study research method and specifically with the use of exploratory and descriptive methods, which posits this study within the logic of abductive approach, representing a creative and pragmatic process. The results refer, on the one hand, to the proposition of CSR and sustainable orientation of the one-page strategic plan, but on the other to the merging of the commercial and non-commercial activities of Aarong, a Bangladesh based company. Relying on the one-page strategic plan (OPSP) as a tool of marketing communication at the strategic level, we demonstrated the process of creating a video script scenario as a useful tool at the operational level of marketing communication. The proposed approach to building marketing communication around CSR and sustainable orientation makes the marketing communication consistent and clearer to the audience.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh

et al. 2019

View full text Add to dashboard Cite

show abstract

Comunicación y moda en el entorno digital: comportamiento del público seguidor de blogueras de moda

Santos¹,

García-Medina²,

Bellido-Pérez³

2019

COMMONS

View full text Add to dashboard Cite

Según Díaz, el marketing influencer "es una nueva rama del marketing en la que el foco se pone en los líderes de opinión como vía para llegar al consumidor final. […] Los influyentes […] ofrecen opiniones personalizadas, sabedores de que cuentan con la confianza de su comunidad […]. Eso es lo que valora el consumidor final: el influencer es una persona normal y corriente, como ellos" (2017). No obstante, este término no es algo novedoso e intrínseco a las redes sociales, sino que Paul Lazarsfeld y otros teóricos ya señalaron a los líderes de opinión como pieza clave en la comunicación mediática, dada su cercanía con el público (Lazarsfeld, Berelson & Gaudet, 1968). 2. Se utilizará el término en femenino en el presente texto debido a que la mayoría de blogueras de moda que existen son mujeres.

show abstract

Fashion Blogs as the Information Sources About Trends and New Products in Fashion Management

Cited by 2 publications

References 14 publications

Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh

Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh

Comunicación y moda en el entorno digital: comportamiento del público seguidor de blogueras de moda

Contact Info

Product

Resources

About