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From the perspective of the responsible consumer, it is considered that part of the management and consumption system known as fast fashion is driven by a certain feeling of happiness achieved through the culture of the object. However, it is becoming evident that this industry is facing the tyranny of fast fashion, and this feeling can be considered unrealistic. The new trend for fashion brands is to promote marketing aimed at a more ethical and selective consumer, one who feels that responsible consumption makes him or her happier. This study aims to understand the perception of Spanish consumers toward sustainable fashion, and to see if this can guide fashion marketing strategy toward a happiness management model. A mixed methodology combining quantitative and qualitative methods has been designed for this purpose. The results suggest that some conclusions and advice on social and responsible marketing strategy could help companies develop sustainable fashion for Spanish consumers. [ABSTRACT FROM AUTHOR]

Strategic and tactical factors come into play in shop competitiveness where, in addition to the products sold, other marketing mix variables must also be considered. There are also subjective factors, such as perceptions through the senses. This became even more important when, as a result of the COVID-19 crisis and the forced closure of certain establishments with physical sales, it was necessary to increase profitability and efficiency. The aim of this study was to determine the exact role of sensory marketing in shop efficiency and profitability, based on the guiding principles of technology, innovation, and respect for the environment. We conducted an exploratory and experimental study consisting of the creation of a sensory strategy through the adaptation of the Hulten, Broweus and Van Dijk model on a specific establishment in the current era of Industry 4.0. The results indicate an increase in sales as well as customer satisfaction and happiness after implementing the relevant strategies. The conclusions show that this model is valid and reliable for physical retail establishments, and that these business strategies can significantly contribute to the optimisation of energy resources. [ABSTRACT FROM AUTHOR]

Introduction: Since December 2019, when talk began in Spain about the coronavirus that was affecting China, rumors and vague news populated the world. When the disease reached Europe, the proliferation of information multiplied. Since the State of Alert was decreed, hoaxes and fake news have been a constant, which has been reflected in media reports. Methodology: This paper analyses the information published in the Spanish press about fake news related to politics, the controversial declarations of the Chief of Staff of the Guardia Civil and social networks; to know the volume of news and the treatment that the media has given to them. A mixed, qualitative/quantitative methodology has been used with the support of the MAXQDA 2020 tool. Results: After the analysis of 229 texts, it can be stated that the topic of which most information has been published about politics (48.47%), followed by social networks (28.8%) and the controversial statements of the Chief of Staff of the Guardia Civil (22.7%); although at all times the political debate has been present in the information. Discussion: This work opens a line of investigation on whether the spread of harmful information can be limited in a pandemic or whether freedom of expression is above it. Conclusions: The media on the ideological right have published more information with greater political content (73.87%), compared to the left-wing media with only 26.13%. [ABSTRACT FROM AUTHOR]