{"id":"https://openalex.org/W2783178001","doi":null,"title":"Estrategias de marketing digital en el sector de la moda de lujo. Interacci\u00f3n y redes sociales como herramienta necesaria","display_name":"Estrategias de marketing digital en el sector de la moda de lujo. Interacci\u00f3n y redes sociales como herramienta necesaria","publication_year":2017,"publication_date":"2017-11-21","ids":{"openalex":"https://openalex.org/W2783178001","mag":"2783178001"},"language":"es","primary_location":{"id":"pmh:oai:raco.cat:article/326495","doi":null,"is_oa":false,"landing_page_url":"http://raco.cat/index.php/Hipertext/article/view/326495","pdf_url":null,"source":{"id":"https://openalex.org/S4306401311","display_name":"RACO (Revistes Catalanes amb Acc\u00e9s Obert) (Consorci de Serveis Universitaris de Catalunya)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210090028","host_organization_name":"Consorci de Serveis Universitaris de Catalunya","host_organization_lineage":["https://openalex.org/I4210090028"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":"Hipertext.net; N\u00fam. 15 (2017): Mitjans digitals i interacci\u00f3; 17-27","raw_type":"info:eu-repo/semantics/article"},"parent_works":[],"lineage":["https://openalex.org/W2783178001"],"child_works_count":0,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://dialnet.unirioja.es/servlet/articulo?codigo=6222125","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5043685138","display_name":"Zahaira Fabiola Gonz\u00e1lez Romo","orcid":"https://orcid.org/0000-0003-2034-9704","observed_orcids":["https://orcid.org/0000-0003-2034-9704"]},"institutions":[{"id":"https://openalex.org/I115304662","display_name":"Universitat de Vic - Universitat Central de Catalunya","ror":"https://ror.org/006zjws59","country_code":"ES","type":"education","lineage":["https://openalex.org/I115304662"]},{"id":"https://openalex.org/I3123915005","display_name":"Universitat Internacional de Catalunya","ror":"https://ror.org/00tse2b39","country_code":"ES","type":"education","lineage":["https://openalex.org/I3123915005"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Zahaira Fabiola Gonz\u00e1lez Romo","raw_affiliation_strings":["Universitat de Vic - Universitat Internacional de Catalunya"],"raw_orcid":"https://orcid.org/0000-0003-2034-9704","affiliations":[{"raw_affiliation_string":"Universitat de Vic - Universitat Internacional de Catalunya","institution_ids":["https://openalex.org/I115304662","https://openalex.org/I3123915005"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5003667638","display_name":"Noem\u00ed Plaza Romero","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Noem\u00ed Plaza Romero","raw_affiliation_strings":["Sporting Solutions"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sporting Solutions","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.9487,"has_fulltext":false,"cited_by_count":10,"citation_normalized_percentile":{"value":0.89266066,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":97},"biblio":{"volume":null,"issue":"15","first_page":"17","last_page":"27"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9810000061988831,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9810000061988831,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.013399999588727951,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.0024999999441206455,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.7749999761581421},{"id":"https://openalex.org/keywords/luxury-fashion","display_name":"luxury fashion","score":0.984000027179718},{"id":"https://openalex.org/keywords/luxury-brands","display_name":"luxury brands","score":0.9679999947547913},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.7580000162124634},{"id":"https://openalex.org/keywords/storytelling","display_name":"storytelling","score":0.9139999747276306},{"id":"https://openalex.org/keywords/brand-communication","display_name":"brand communication","score":0.8259999752044678},{"id":"https://openalex.org/keywords/audience-interaction","display_name":"audience interaction","score":0.7519999742507935},{"id":"https://openalex.org/keywords/video-marketing","display_name":"video marketing","score":0.8939999938011169},{"id":"https://openalex.org/keywords/emerging-markets","display_name":"emerging markets","score":0.7599999904632568},{"id":"https://openalex.org/keywords/young-consumers","display_name":"young consumers","score":0.6460000276565552}],"concepts":[{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.48285943269729614},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.36585819721221924},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.36472761631011963},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.35850024223327637}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:raco.cat:article/326495","doi":null,"is_oa":false,"landing_page_url":"http://raco.cat/index.php/Hipertext/article/view/326495","pdf_url":null,"source":{"id":"https://openalex.org/S4306401311","display_name":"RACO (Revistes Catalanes amb Acc\u00e9s Obert) (Consorci de Serveis Universitaris de Catalunya)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210090028","host_organization_name":"Consorci de Serveis Universitaris de Catalunya","host_organization_lineage":["https://openalex.org/I4210090028"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":"Hipertext.net; N\u00fam. 15 (2017): Mitjans digitals i interacci\u00f3; 17-27","raw_type":"info:eu-repo/semantics/article"},{"id":"mag:2783178001","doi":null,"is_oa":true,"landing_page_url":"https://dialnet.unirioja.es/servlet/articulo?codigo=6222125","pdf_url":null,"source":{"id":"https://openalex.org/S187785683","display_name":"Hipertext net Revista Acad\u00e9mica sobre Documentaci\u00f3n Digital y Comunicaci\u00f3n Interactiva","issn_l":"1695-5498","issn":["1695-5498"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","erih-plus","fecyt-seal","jufo-1","latindex","norway-1"],"host_organization":"https://openalex.org/P4310321102","host_organization_name":"Pompeu Fabra University","host_organization_lineage":["https://openalex.org/P4310321102"],"host_organization_lineage_names":["Pompeu Fabra University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":"Hipertext net Revista Acad\u00e9mica sobre Documentaci\u00f3n Digital y Comunicaci\u00f3n Interactiva","raw_type":null}],"best_oa_location":{"id":"mag:2783178001","doi":null,"is_oa":true,"landing_page_url":"https://dialnet.unirioja.es/servlet/articulo?codigo=6222125","pdf_url":null,"source":{"id":"https://openalex.org/S187785683","display_name":"Hipertext net Revista Acad\u00e9mica sobre Documentaci\u00f3n Digital y Comunicaci\u00f3n Interactiva","issn_l":"1695-5498","issn":["1695-5498"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","erih-plus","fecyt-seal","jufo-1","latindex","norway-1"],"host_organization":"https://openalex.org/P4310321102","host_organization_name":"Pompeu Fabra University","host_organization_lineage":["https://openalex.org/P4310321102"],"host_organization_lineage_names":["Pompeu Fabra University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":"Hipertext net Revista Acad\u00e9mica sobre Documentaci\u00f3n Digital y Comunicaci\u00f3n Interactiva","raw_type":null},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7131861108","https://openalex.org/W7065967349","https://openalex.org/W7084295625","https://openalex.org/W7009595481","https://openalex.org/W2770250758","https://openalex.org/W7154868001","https://openalex.org/W7199729285","https://openalex.org/W6990967232","https://openalex.org/W7051515395","https://openalex.org/W7047114752"],"abstract_inverted_index":{"Las":[0],"marcas":[1,46,77,97],"de":[2,9,12,23,26,44,47,80,83,95,115,128,132,146],"lujo":[3,48],"se":[4,35,108],"reinventan":[5],"en":[6,37,50,68,92,102,119,136,144],"sus":[7,54,100],"estrategias":[8,66,134,145],"marketing":[10,33,69,138],"y":[11,16,117,152,164],"negocio":[13],"para":[14,41,98,106],"adaptarse":[15],"acercarse":[17],"a":[18,74],"los":[19,88],"mercados":[20],"emergentes":[21],"deseosos":[22],"consumir":[24],"moda":[25,82],"lujo,":[27],"es":[28,130],"por":[29],"ello":[30,107],"que":[31,71],"el":[32,51,126,137,162],"digital":[34,70],"transforma":[36],"una":[38,131],"herramienta":[39],"imprescindible":[40],"la":[42,81,93],"comunicaci\u00f3n":[43,94],"las":[45,65,76,96,133,157],"l\u00edderes":[49],"mercado":[52],"con":[53,99,161],"p\u00fablicos":[55,101],"m\u00e1s":[56,90],"j\u00f3venes.":[57],"La":[58],"presente":[59],"investigaci\u00f3n":[60],"pretende":[61],"conocer":[62],"cu\u00e1les":[63],"son":[64],"actuales":[67],"est\u00e1n":[72],"llevando":[73],"cabo":[75],"del":[78],"sector":[79],"lujo.":[84],"Se":[85],"pretenden":[86],"identificar":[87],"aspectos":[89],"relevantes":[91],"un":[103],"entorno":[104],"virtual,":[105],"han":[109],"utilizado":[110],"t\u00e9cnicas":[111],"cualitativas,":[112],"mediante":[113],"an\u00e1lisis":[114],"contenidos":[116],"entrevistas":[118],"profundidad.":[120],"Hemos":[121],"encontrado":[122],"que,":[123],"entre":[124],"otras,":[125],"principio":[127,141],"storytelling":[129],"clave":[135],"digital,":[139],"este":[140],"lo":[142],"encontramos":[143],"video":[147],"marketing,":[148],"social":[149],"media,":[150],"eventos":[151],"exhibiciones":[153],"abiertas":[154],"al":[155],"p\u00fablico,":[156],"cuale":[158],"sbuscan":[159],"interactuar":[160],"p\u00fablico":[163],"mostrar":[165],"su":[166],"historia.":[167]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2021,"cited_by_count":4},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":3}],"updated_date":"2026-11-12T12:28:57.059296","created_date":"2018-01-26T00:00:00"}