How do you depict sustainability? An analysis of images posted on Instagram by sustainable fashion companies

Milanesi Matilde,Kyrdoda Yuliia,Runfola Andrea 한국마케팅과학회 2022 Journal of Global Fashion Marketing Vol.13 No.2

Sustainability is strongly becoming imperative for all fashion companies to respond to stakeholders’ concerns and meet their expectations. While companies are more and more engaged in sustainability practices regarding all the activities carried out, there is also a growing opportunity for them to communicate it to reinforce the brand through various means. One of these is undoubtedly represented by social media. The social media landscape is increasingly characterized by the use of images as a highly impactful way of communication, with image-based social media such as Instagram that are experiencing significant growth among consumers and businesses. Consequently, the paper aims to understand how sustainability is depicted through Instagram by sustainable fashion companies. For these reasons, the paper investigates the use of images on Instagram by two sustainable fashion brands, Patagonia and Stella McCartney. To this aim, the paper employs the visual content analysis on over 300 pictures downloaded from the two corporate accounts on Instagram. The findings show the most used image categories to depict sustainability, and how such categories generate online interaction with users in terms of digital engagement. Implications for sustainable fashion companies and social media managers are provided.

MAKE OR BUY DECISIONS AS A CONSEQUENCE OF THE INTERNATIONAL EXPANSION OF LUXURY FASHION RETAIL OPERATIONS.

Simone Guercini,Matilde Milanesi 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The paper examines the impact of international expansion of retail operations on the choice of performing internally or outsourcing some strategic activities in order to cope with the demands of retail outlets in domestic and foreign markets, providing a case analysis of Italian luxury fashion companies.

작은 생명을 위한 디자인

마틸데 뵐호우버(Matilde Boelhouwer),숲속의 작은 친구들,김한솔,조혜연 한국디자인사학회 2023 Extra Archive: 디자인사연구 Vol.- No.6

CONSUMER-BRAND KNOWLEDGE THROUGH SOCIAL MEDIA ENVIRONMENTS: AN ANALYTICAL APPROACH ON THE MULTI-VOCAL NATURE OF THE BRAND

Silvia Ranfagni,Matilde Milanesi,Simone Guercini 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The aim of the paper is to present an analytical approach that combines netnography with text-mining to build consumer brand knowledge in terms of brand associations deriving from social media contents. More specifically, it is based on the multi-vocal nature (Gensler et al., 2013) of the brand related to the participatory, collaborative and socially-linked behaviors by consumers that serve as creators of brand stories thus determining brand associations. It identifies and explores user-generated contents (UGC) as expression of brand associations emerging from different categories of actors in social media (consumers, influencers and other online prescribers), and measures their alignment with the company-defined brand associations. The rise of social media and the associated possibilities of large-scale consumer-to-consumer interaction and easy user generation of content shed light on the importance of the consumer-generated brand stories through social media, which have a high impact due to their characteristics of being digital, visible, ubiquitous, available in real-time, and dynamic (Hennig-Thurau et al., 2010). Methodologically, the paper proposes a two-pronged methodological approach integrating qualitative market research techniques with the quantitative ones, respectively netnography, used to explore consumer interactions in virtual communities through computer-mediated discourses, and text mining, used to extrapolate information from relatively large amounts of electronically stored textual data by means of computer applications. More specifically, the paper proposes an analysis of the 10 top luxury fashion brands in terms of brand associations emerging from UGC in social media through the voices of consumers, bloggers and other online prescribers, in line with the multi-vocal nature of the brand. Such associations are then compared to those generated by the company, in order to identify a possible alignment. The paper provides an analytical tool that allow managers to actively understand how different “online market brand players” interact with their brands, and eventually redefine their branding strategies together with their brand communication.

NAVIGATING THROUGH TURBULENT TIMES: GLOBAL AND LOCAL ACTORS IN THE LUXURY FASHION SUPPLY CHAIN

Simone Guercini,Matilde Milanesi,Andrea Runfola 글로벌지식마케팅경영학회 2021 Global Fashion Management Conference Vol.2021 No.11

Halo, Reversed Halo, or Both? Atypical Computed Tomography Manifestations of Coronavirus Disease (COVID-19) Pneumonia: The “Double Halo Sign”

Antonio Poerio,Matilde Sartoni,Giammichele Lazzari,Michele Valli,Miria Morsiani,Maurizio Zompatori 대한영상의학회 2020 Korean Journal of Radiology Vol.21 No.10

The epidemic of 2019 novel coronavirus, later named as coronavirus disease (COVID-19), began in Wuhan, China in December 2019 and has spread rapidly worldwide. Early diagnosis is crucial for the management of the patients with COVID-19, but the gold standard diagnostic test for this infection, the reverse transcriptase polymerase chain reaction, has a low sensitivity and an increased turnaround time. In this scenario, chest computed tomography (CT) could play a key role for an early diagnosis of COVID-19 pneumonia. Here, we have reported a confirmed case of COVID-19 with an atypical CT presentation showing a “double halo sign,” which we believe represents the pathological spectrum of this viral pneumonia.

INSIGHTS INTO THE INTERFACE BETWEEN ENTREPRENEURIAL AND DIGITAL MARKETING

Simone Guercini,Matilde Milanesi,Silvia Ranfagni 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This paper builds on issues that surround the interface between entrepreneurial and digital marketing. In particular, it proposes a conceptual framework that relates digital market knowledge, market representation and decision making in the context of entrepreneurial SMEs. Thus, the paper contributes to the understanding of how entrepreneurs deal with digital market knowledge, and how such knowledge contributes to changes in representing markets and decision making. A growing awareness of the importance of entrepreneurship and innovation to marketing, and of marketing to successful entrepreneurship, has led to attempts to combine the two disciplines as “entrepreneurial marketing”. Scholars debate on the role of marketing in the entrepreneurial process (Schindehutte et al., 2009), and consider the marketing content of the entrepreneurial role (Guercini, 2012). It is argued that entrepreneurial marketing emphasizes the adaptation of marketing to forms that are appropriate to small and medium‐sized enterprises (SMEs), even if entrepreneurial relates more in general to the marketing-entrepreneurship interface and the idea that marketing and entrepreneurship are fundamentally intertwined and necessary to the other. Marketing and the entrepreneurship take place in a context in which information technologies, data communication and data processing technologies are tools to manipulate, organize, transmit, and store information in digital form. More specifically, one of the major changes undergone by traditional marketing is determined by the emergence of digital marketing, which provides several tools and metrics, such as web analytics, for decision makers. However, it is yet not sufficiently clear how entrepreneurs deal with this type of knowledge emerging in a digital context, and how they use it in their decision making. The paper proposes a cross-case analysis based on in-depth interviews with entrepreneurs from SMEs in the fashion industry, a relevant empirical context that has experienced, before others, the implementation of digital marketing strategies. The analysis suggests the existence of different entrepreneurial profiles based on the approach adopted in dealing with digital market knowledge, as well as the existence of different types of relationships between entrepreneurs and digital market knowledge and alternative consequences in terms of decision-making processes.

A comparative study of salt tolerance parameters in 11 wild relatives of <i>Arabidopsis thaliana</i>

Orsini, Francesco,D'Urzo, Matilde Paino,Inan, Gunsu,Serra, Sara,Oh, Dong-Ha,Mickelbart, Michael V.,Consiglio, Federica,Li, Xia,Jeong, Jae Cheol,Yun, Dae-Jin,Bohnert, Hans J.,Bressan, Ray A.,Maggio, Al Oxford University Press 2010 Journal of experimental botany Vol.61 No.13

<P>Salinity is an abiotic stress that limits both yield and the expansion of agricultural crops to new areas. In the last 20 years our basic understanding of the mechanisms underlying plant tolerance and adaptation to saline environments has greatly improved owing to active development of advanced tools in molecular, genomics, and bioinformatics analyses. However, the full potential of investigative power has not been fully exploited, because the use of halophytes as model systems in plant salt tolerance research is largely neglected. The recent introduction of halophytic <I>Arabidopsis</I>-Relative Model Species (ARMS) has begun to compare and relate several unique genetic resources to the well-developed <I>Arabidopsis</I> model. In a search for candidates to begin to understand, through genetic analyses, the biological bases of salt tolerance, 11 wild relatives of <I>Arabidopsis thaliana</I> were compared: <I>Barbarea verna, Capsella bursa-pastoris, Hirschfeldia incana, Lepidium densiflorum, Malcolmia triloba, Lepidium virginicum, Descurainia pinnata, Sisymbrium officinale, Thellungiella parvula, Thellungiella salsuginea</I> (previously <I>T. halophila</I>)<I/>, and <I>Thlaspi arvense</I>. Among these species, highly salt-tolerant (<I>L. densiflorum</I> and <I>L. virginicum</I>) and moderately salt-tolerant (<I>M. triloba</I> and <I>H. incana</I>) species were identified. Only <I>T. parvula</I> revealed a true halophytic habitus, comparable to the better studied <I>Thellungiella salsuginea</I>. Major differences in growth, water transport properties, and ion accumulation are observed and discussed to describe the distinctive traits and physiological responses that can now be studied genetically in salt stress research.</P>

Selective Activation of Nuclear PI-PLCbeta1 During Normal and Therapy-Related Differentiation

Mongiorgi, Sara,Y. Follo, Matilde,Ryoul Yang, Yong,Ratti, Stefano,Manzoli, Lucia,A. McCubrey, James,Maria Billi, Anna,Suh, Pann-Ghill,Cocco, Lucio Bentham Science 2016 CURRENT PHARMACEUTICAL DESIGN Vol.22 No.16

Phosphoinositide-specific phospholipase C in health and disease

Cocco, Lucio,Follo, Matilde Y.,Manzoli, Lucia,Suh, Pann-Ghill American Society for Biochemistry and Molecular Bi 2015 Journal of lipid research Vol.56 No.10

<P>Phospholipases are widely occurring and can be found in several different organisms, including bacteria, yeast, plants, animals, and viruses. Phospholipase C (PLC) is a class of phospholipases that cleaves phospholipids on the diacylglycerol (DAG) side of the phosphodiester bond producing DAGs and phosphomonoesters. Among PLCs, phosphoinositide-specific PLC (PI-PLC) constitutes an important step in the inositide signaling pathways. The structures of PI-PLC isozymes show conserved domains as well as regulatory specific domains. This is important, as most PI-PLCs share a common mechanism, but each of them has a peculiar role and can have a specific cell distribution that is linked to a specific function. More importantly, the regulation of PLC isozymes is fundamental in health and disease, as there are several PLC-dependent molecular mechanisms that are associated with the activation or inhibition of important physiopathological processes. Moreover, PI-PLC alternative splicing variants can play important roles in complex signaling networks, not only in cancer but also in other diseases. That is why PI-PLC isozymes are now considered as important molecules that are essential for better understanding the molecular mechanisms underlying both physiology and pathogenesis, and are also potential molecular targets useful for the development of innovative therapeutic strategies.</P>