Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands

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

Implementación de un repositorio digital para el entorno local de la Facultad de Comunicación de la Universidad de La Habana

Objective. It was implemented a digital repository for the local environment of the Faculty of Communication at the University of Havana. Design/Methodology/Approach. The research was descriptive with a focus applied to the context. Results/Discussion. The digital repository was based on a traditional project design life cycle structure that used the analysis of the context of the Faculty of Communication of the University of Havana as fundamentals, the information needs of key actors and the consultation of homologous institutions for the maintenance of the essential functions that the repository must perform. Conclusions. In its broadest sense, repositories are a valuable tool for university libraries, since they allow visualizing and downloading the research results of the institution in question. The repository of the Faculty of Communication is part of the necessary systems oriented to preserve the investigative memory of the institution, and contribute to the long-term access of the accumulated knowledge. Originality/Value. The value of this study lies in the implementation of an institutional repository in a small academic environment with scarce material resources

Análisis y evolución de una criptomoneda: el Bitcoin

Bitcoin es una moneda virtual que ha adquirido importancia estos últimos años. Se caracteriza por no tener representación física, por ser global y descentralizada. Estas cualidades han dado a Bitcoin popularidad. También son la causa de las ventajas e inconvenientes que este valor plantea Uno de los aspectos destacado de esta criptomoneda es su alta volatilidad. El sistema que usa Bitcoin se llama peer-to-peer y su emisión se realiza mediante un proceso de minería. Bitcoin se encuentra protegido por un sistema de seguridad llamada criptografía. El objetivo del trabajo es explicar qué es el Bitcoin, cuál fue su origen y que evolución han tenido las principales magnitudes de esta divisa: usuarios, transacciones, capitalización del valor y cotización en el mercado de divisas. Concluimos con un ejemplo para estudiar si hay arbitraje entre Bitcoin, Dólar y Euro.Universidad de Sevilla. Grado en Finanzas y Contabilida

La europeización urbana a través de la política de cohesión

En un escenario globalizado, las ciudades se han convertido en territorios estratégicos no solo en términos de generación de riqueza económica y cultural, sino también de exclusión social e impacto medioambiental. Por ello, a partir de la década de los noventa, la UE ha dado impulso a la política de desarrollo urbano. Esta política se ha caracterizado por su carácter «implícito» debido a la ausencia de competencias formales de la Unión en este ámbito. Sin embargo, el mainstreaming de la dimensión urbana en la política de cohesión ha favorecido una mayor «explicitación» de la misma. El análisis de cuestiones como la europeización urbana y la gobernanza urbana muestra cómo las ciudades se han ido convirtiendo en actores de nueva centralidad política en el marco de la gobernanza europea, así como la evolución de la acción pública urbana hacia nuevas formas de gobernanza

Branded apps in Spain as a means of communicating trends in fashion

Apps are of great interest and curiosity for the users of mobile phones, being already highly unloaded and used for the users of smartphones. The fashion mobile applications represent only a fraction of the mobile global applications (almost 0,2 %), nevertheless they are starting to deserve special attention from designers and researchers in this area. Brands want to know about the new trends in the market to be able to continue surprising and impressing their public. In this study, we seek to identify the most relevant aspects of the applications that help to improve the image of the Spanish prêt-à-porter fashion brands such as Zara, Pull and Bear, Stradivarius, Shana, Bimba y Lola,... The study considers the position in the ranking of downloads, the category, the opinions, valuations of the users and the criteria described by Jami Lawrence (2010): amusement, saving of time and / or comfort in the use. Findings: In this analysis, we seek to identify the most relevant aspects of the applications that help to improve the image of the brand, in this particular case of the Spanish prêt-à-porter fashion brands. - It is indispensable that the applications entertain the user, save time and / or comfort, we have observed that they are these characteristics those that are valued by the users. - Another factor that is valued in the applications, is that the application should make sense for the user and to have an added value that doesn't necessarily have to be related with the nature of the brand. - But it is important that applications to be developed have to be coherent with the identity of the brand. As in any other area, the appearance of new mass media, like the mobile, is the introduction of new challenges. – Finally, it is important for the brand to adapt constantly to the new technologies, but we must not forget that a precarious incorporation and badly developed app it can be more harmful than beneficial

Detection of equine atypical myopathy-associated hypoglycin A in plant material: Optimisation and validation of a novel LC-MS based method without derivatisation

Hypoglycin A (HGA) toxicity, following ingestion of material from certain plants, is linked to an acquired multiple acyl-CoA dehydrogenase deficiency known as atypical myopathy, a commonly fatal form of equine rhabdomyolysis seen worldwide. Whilst some plants are known to contain this toxin, little is known about its function or the mechanisms that lead to varied HGA concentrations between plants. Consequently, reliable tools to detect this amino acid in plant samples are needed. Analytical methods for HGA detection have previously been validated for the food industry, however, these techniques rely on chemical derivatisation to obtain accurate results at low HGA concentrations. In this work, we describe and validate a novel method, without need for chemical derivatisation (accuracy = 84–94%; precision = 3–16%; reproducibility = 3–6%; mean linear range R2 = 0.999). The current limit of quantitation for HGA in plant material was halved (from 1μg/g in previous studies) to 0.5μg/g. The method was tested in Acer pseudoplatanus material and other tree and plant species. We confirm that A. pseudoplatanus is most likely the only source of HGA in trees found within European pastures