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Desde la perspectiva del consumidor responsable se considera que parte del sistema de gestión y consumo de la moda denominada fast fashion tiene como impulso un cierto sentimiento de felicidad conseguido a través de la cultura del objeto. Sin embargo, empieza a evidenciarse que esta industria está enfrentándose a la tiranía de la fast fashion, pudiéndose considerar este sentimiento como irreal. La nueva tendencia de las marcas de moda pasa por impulsar un marketing volcado hacia un consumidor más ético y selectivo, que siente que un consumo responsable lo hace más feliz. El objetivo de este estudio es conocer la percepción de los consumidores españoles hacia la moda sostenible y ver si esto puede orientar la estrategia de marketing de la moda hacia un modelo de happiness management. Para ello se ha diseñado una metodología mixta donde se combinan métodos cuantitativos y cualitativos. Los resultados sugieren que algunas implicaciones y consejos sobre la estrategia de marketing social y responsable podrían ayudar a las empresas a desarrollar una moda sostenible para los consumidores españoles., 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.

Desde la perspectiva del consumidor res-ponsable se considera que parte del sis-tema de gestión y consumo de la moda denominada fast fashion tiene como impul-so un cierto sentimiento de felicidad conse-guido a través de la cultura del objeto. Sin embargo, empieza a evidenciarse que esta industria está enfrentándose a la tiranía de la fast fashion, pudiéndose considerar este sentimiento como irreal. La nueva tendencia de las marcas de moda pasa por impulsar un marketing volcado hacia un consumidor más ético y selectivo, que siente que un consumo responsable lo hace más feliz. El objetivo de este estudio es conocer la per-cepción de los consumidores españoles hacia la moda sostenible y ver si esto pue-de orientar la estrategia de marketing de la moda hacia un modelo de happiness mana-gement. Para ello se ha diseñado una meto-dología mixta donde se combinan métodos cuantitativos y cualitativos. Los resultados sugieren que algunas implicaciones y con-sejos sobre la estrategia de marketing social y responsable podrían ayudar a las empre-sas a desarrollar una moda sostenible para los consumidores españoles, 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

Purpose The purpose of this study is to understand the perception and purchase intentions of Spanish consumers towards sustainable fashion and to see if this can guide the marketing strategy for sustainable fashion. Design/methodology/approach A mixed methodology has been designed to test the categories: knowledge, environmental concern, product-related features and social influence. Findings The results of this study suggest that some implications and advice on sustainability marketing strategy could help companies to develop sustainable fashion for Spanish consumers. Originality/value The originality of this study lies in the focus on sustainability to achieve happiness and satisfaction of people as a form of governance from a social point of view.

This chapter looks at the European Union’s recovery funds from an economic and critical perspective. The aim is to find out whether their design, distribution, and implementation will help EU countries emerge from the pandemic crisis. To this end, we will look at the design and implementation of the funds to try to understand how they actually work and who will ltimately benefit from them. We will also reflect on the problems and contradictions that accompany them. The conclusion, necessarily tentative given the incipient stage of development of this initiative, is that it is not a sufficient tool to solve the serious problems plaguing the working class in the EU. On the contrary, these funds constitute a strategy aimed at rescuing big usiness through a massive transfer of resources that will surely lead to a new wave of austerity, the social and economic consequences of which could be dramatic.

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.

Existe un gran interés por la comunidad académica en medir las emociones positivas. Bajo este paraguas, surge una importante literatura que empiezan a explorar estas emociones en el entorno del voluntariado de las ONGDs. Estas entidades emplean las redes sociales para comunicarse con la ciudadanía, siendo Facebook una de las más usadas ya que permite establecer una comunicación bidireccional con los usuarios. Desde esta perspectiva, el presente artículo quiere examinar la influencia de las emociones positivas y el marketing social en los mensajes que hablan de voluntariado a partir de la información proporcionada por los mensajes publicados en las 10 ONGDs más populares en Facebook durante el año 2019. Con este propósito se ha utilizado una metodología basada en minería de texto y análisis de contenido desde un enfoque cuantitativo y cualitativo. Para ello se usaron los programas informáticos SPSS V.27 y Nvivo 12 plus. Los resultados muestran que el número de likes está asociado con la aparición de términos sobre emociones positivas en los mensajes que hablan de voluntariado. También hay determinados vocablos con connotaciones positivas que son los más publicados por las organizaciones. Desde el punto de vista del marketing social, destaca el impacto conseguido por los mensajes informativos y el escaso impacto de los mensajes de comportamiento, There is great interest in the academic community in measuring positive emotions. In this sense, important literature emerges that explores these emotions in the volunteer environment of NGDOs. These entities use social networks to communicate with citizens, Facebook being one of the most used since it allows establishing bidirectional communication with users. From this perspective, this article wants to examine the influence of positive emotions and social marketing in messages that talk about volunteering, from the information provided by the messages published in the ten most popular NGDOs on Facebook during the year 2019.For this purpose, a methodology based on text mining and content analysis from a quantitative and qualitative approach was used. For this purpose, SPSS V.27 and Nvivo 12 plus software were used. The results show that the number of likes is associated with the appearance of terms synonymous with happinessin the messages that talk about volunteering. There are also certain words with positive connotations that are the most published by organizations under study. From the point of view of social marketing, informative messages have achieved more impact than behavioral ones

In these moments of health crisis, happiness management and social marketing are not teaching that it is possible to build a more committed, innovative and productive society. To achieve this end, countries and organizations must undertake a wave of human resource policies and actions that stimulate individuals’ happiness and creativity. In this way, a new economy can emerge that holistically promotes social welfare, equality, and talent.

Egyptian art comprises a series of artistic disciplines with clear communicative, advertising and propagandistic intentions. The constant commitment of the politico-religious power of the time, and throughout its history, has provided an extraordinary artistic legacy that, beyond showing techniques or feelings, both of the artists and of society, reveals, after analysis, the relationship between art and persuasive advertising, highlighting those circumstances, works or transmitters thanks to which both languages have been closer, either because advertising has been closer to art or vice versa. The result of the confluence between artistic guidelines and communicative purposes (specifically propaganda) was an extensive persuasive campaign and the creation of a powerful brand image, which is analysed here and dissected in communicative terms.

Spain has become the ninth largest gamer market in the world in terms of the number of eSports players. The participants correspond to a profile of a young public susceptible to be approached in an effective and efficient way by the digital marketing. In this sense, new technologies have altered the traditional role of the receiver, forcing communicators to implement new communication strategies to interact with this target. In parallel, the so-called influence marketing starts from the use of social networks on a regular basis to communicate with their followers. The aim of this study is, therefore, to deduce the possible instrumentalization of event organization as a specific management and communication tactic in the video game industry through influence marketing. And, besides, to check whether this type of campaign is effective or not. To do so, we start with the methodology of discourse analysis and direct observation, through the monitoring of content creators, completed with the bibliographic technique. The results obtained confirm the use of influence marketing as an effective technique for achieving advertising and communication objectives. Influence marketing is a key element in the purchasing process as a prescriber, due to the credibility it implies. The organization of events is a more persuasive and effective form of twoway communication than traditional advertising campaigns.

The challenges imposed by the global development agenda imply reflecting on the role and contribution of political parties to development processes in the online environment. Social networks have been characterised as a part of the strategies of political campaigns, as it allows political leaders to establish bidirectional communication with citizens. In this context, the present study aims to empirically explore the leading Spanish political formations’ publications from a social marketing perspective. In this way, it will be possible to verify how issues related to the Sustainable Development Goals (SDGs) are addressed. On the one hand, this requires elaborating the communication profiles of the main political parties presented to the Spanish General Elections from 2015 to 2019. On the other hand, to analyse whether social themes better discriminate or distinguish one political party from another. For this purpose, a methodology based on text mining, content analysis from a quantitative and qualitative approach, and simple correspondence analysis has been used. Finally, it should be noted that the results of this research show that there are differences between political parties according to the social issues published, with a divergence between the social issues that provoke a better reaction from the public and those most published on Facebook.

The growing number of children who are obese or overweight in certain countries or geographical areas is a fact, as evidenced by the continuous studies and reports on the subject, endorsed or carried out by the World Health Organisation and independent research. In this context, food and beverage advertising can contribute to this. The main objective of this research is to evaluate compliance with the Food and Drink Advertising Code for Children (PAOS Code) in Spain and its relationship with nutritional habits on television, specifically on channels aimed at children. The methodology is therefore mixed: on the one hand, a qualitative technique based on discourse analysis and, on the other, a quantitative technique based on the content analysis of the advertising broadcast for seven consecutive days on three specialised channels and two generalist channels on Spanish television. The results reveal a systematic noncompliance with this code, which translates into inadequate eating habits among children. The immediate conclusion is that 9 out of 10 parts of food and drink advertising do not comply with any of the rules of the PAOS Code and that self-regulation by the advertising companies is negligible and insufficient.

Eating Disorders (ED) and obesity are a pandemic in developed and developing societies. In 2018, Spanish Ministry of Health and Consumption reported data on obesity (15%) and ED (12%). Spain thus ranks fifth among European countries in childhood obesity, with the highest incidence in the 6–12-year-age group. Many studies point to media as one of the contributing elements to this growth. In this sense, it should be noted that Spanish children are exposed to an average of 9000 television commercials per year and the vast majority of these are for food and beverage products of little or no nutritional value. Educommunication becomes essential here, since media have the capacity to educate, prevent and influence the behaviour as part of their social marketing strategies and within the happiness management philosophy. The aim of this paper is to analyse food and beverage advertising on mobile devices aimed at children. The methodology used includes a content analysis, a survey, and focus groups. The results show that many of the food products are bought or ordered as a direct result of advertising. The main conclusions point to the need to regulate the messages transmitted in order to guide the social function of media so that public health and happiness can be improved.