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Happiness Management and Social Marketing: A wave of sustainability and creativity

Edited By Rafael Ravina Ripoll, Luis Bayardo Tobar Pesántez, Araceli Galiano Coronil and José Marchena Dominguez

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.

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YouTubers as influencers in the responsible promotion and Happiness Management of fashion brands

Barbara Castillo-Abdul and Luis M. Romero-Rodriguez


Abstract Companies today are striving to manage sustainable business models in their production and promotional environments, including initiatives such as waste reduction and the decreasing number of single-use products. An example of this type of management is the initiatives based on the circular economy, which have gained increasing attention from the business and political environments. This type of business is understood as a system in which products are transformed and given a new use after they fulfill their primary purpose, evidencing the possible and necessary synergy between the economy and the environment. The environmental impact of the textile industry is part of the current debate, deriving a series of questions about the sustainability of the business model on which the fashion industry is based and the promotion of its products, especially in the face of the profile of a consumer committed to ethics and environmental responsibility, with preference given to brands that are committed to these principles. Considering the aforementioned, this chapter aims to analyze the role played by some women’s fashion YouTubers in Spain, in the promotion of sustainable brands with initiatives and Happiness Management, based on the circular economy as is the case of H&M, Zara and MANGO.

Keywords: sustainabilityfashioninfluencersYouTubersmarketingHappiness Management

Sustainability and ecology are currently priority issues, while the debate on global warming and environmental conservation divides opinions. Historically, the fashion industry has been one of the most polluting, due to the fast development of «low-cost fashion» which intensifies the production...

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