Silvia Ranfagni
Biographic Data
| ID | 260279 |
|---|---|
| NAME | Silvia Ranfagni |
| GIVEN NAMES | Silvia |
| FAMILY NAME | Ranfagni |
| SIGNATURE | RANFAGNI S |
| AFFILIATIONS | University of Florence |
| ORCID | 0000-0002-1546-3070 |
| VERIFIED | Yes |
| TOTAL WORKS | 10 |
| TOTAL CITATIONS | 210 |
| AUTHOR COUNT | 7 |
| EDITOR COUNT | 3 |
| FIRST PUBLICATION YEAR | 2021 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
Sustainable Digital Marketing for Fashion and Luxury Brands
User Generated Content and Brand Engagement
This study investigates the complex interplay of semiotics and symbolic interactionism in shaping customer perceptions and buying behaviours on luxury fashion brands’ pages on Instagram. Existing research predominantly focuses on the quantitative aspects of social media influence, which leaves a research gap in understanding the qualitative nuances of these social interactions. This study addresses this gap by exploring how consumers interpret an…
Thematic Analysis in an Artificial Intelligence-Driven Context
Although a substantial body of research has explored the application of thematic analysis within qualitative enquiry, considerable variation remains regarding how scholars might operationalise the method. More importantly, the advent of generative artificial intelligence (AI) has introduced additional complexity to the expanding corpus of secondary data. The volume and evolving characteristics of AI-generated content necessitate a critical re-eva…
Examining the role of social media influencers in service failure and recovery strategies
Purpose Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies. Design/methodology/approach Drawing on a social constructivist perspective and an inductive approach, 59 in-depth interviews were conducted with millennials from three European co…
Demystification and Actualisation of Data Saturation in Qualitative Research Through Thematic Analysis
The concept of saturation in qualitative research is a widely debated topic. Saturation refers to the point at which no new data or themes are emerging from the data set, which indicates that the data have been fully explored. It is considered an important concept as it helps to ensure that the findings are robust and that the data are being used to their full potential to achieve the research aim. Saturation, or the point at which further observ…
Sustainable Marketing, Branding and CSR in the Digital Economy
Sustainable marketing practice is essential for developing a more comprehensive understanding of consumers purchase decisions in dynamic digital marketing environments. Scholars and practitioners conceive sustainable marketing practices as episodic, predicated on temporal practices in response to emerging digital environments. Consumers are increasingly becoming aware of the ecological issues that their consumption creates in the marketplace.Desp…
Examining user-generated content, service failure recovery and customer–brand relationships
Purpose User-generated content (UGC) and service failure have attracted considerable marketing inquiry over the last two decades. Previous studies primarily focused on the outcome of service failure and the impact of UGC on perceived failure severity. This article departs from previous studies as it examines the moderating role of UGC on the relationship between service failure recovery (SFR) and customer–brand relationship. Design/methodology/ap…
A Step-by-Step Process of Thematic Analysis to Develop a Conceptual Model in Qualitative Research
Thematic analysis is a highly popular technique among qualitative researchers for analyzing qualitative data, which usually comprises thick descriptive data. However, the application and use of thematic analysis has also involved complications due to confusion regarding the final outcome's presentation as a conceptual model. This paper develops a systematic thematic analysis process for creating a conceptual model from qualitative research findin…
Combining online market research methods for investigating brand alignment
Purpose The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage in…
The Art of Digital Marketing for Fashion and Luxury Brands
A Step-by-Step Process of Thematic Analysis to Develop a Conceptual Model in Qualitative Research
Thematic analysis is a highly popular technique among qualitative researchers for analyzing qualitative data, which usually comprises thick descriptive data. However, the application and use of thematic analysis has also involved complications due to confusion regarding the final outcome's presentation as a conceptual model. This paper develops a systematic thematic analysis process for creating a conceptual model from qualitative research findin…
Demystification and Actualisation of Data Saturation in Qualitative Research Through Thematic Analysis
The concept of saturation in qualitative research is a widely debated topic. Saturation refers to the point at which no new data or themes are emerging from the data set, which indicates that the data have been fully explored. It is considered an important concept as it helps to ensure that the findings are robust and that the data are being used to their full potential to achieve the research aim. Saturation, or the point at which further observ…
Thematic Analysis in an Artificial Intelligence-Driven Context
Although a substantial body of research has explored the application of thematic analysis within qualitative enquiry, considerable variation remains regarding how scholars might operationalise the method. More importantly, the advent of generative artificial intelligence (AI) has introduced additional complexity to the expanding corpus of secondary data. The volume and evolving characteristics of AI-generated content necessitate a critical re-eva…
Combining online market research methods for investigating brand alignment
Purpose The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage in…
The Art of Digital Marketing for Fashion and Luxury Brands
Sustainable Marketing, Branding and CSR in the Digital Economy
Sustainable marketing practice is essential for developing a more comprehensive understanding of consumers purchase decisions in dynamic digital marketing environments. Scholars and practitioners conceive sustainable marketing practices as episodic, predicated on temporal practices in response to emerging digital environments. Consumers are increasingly becoming aware of the ecological issues that their consumption creates in the marketplace.Desp…
Examining user-generated content, service failure recovery and customer–brand relationships
Purpose User-generated content (UGC) and service failure have attracted considerable marketing inquiry over the last two decades. Previous studies primarily focused on the outcome of service failure and the impact of UGC on perceived failure severity. This article departs from previous studies as it examines the moderating role of UGC on the relationship between service failure recovery (SFR) and customer–brand relationship. Design/methodology/ap…
A Step-by-Step Process of Thematic Analysis to Develop a Conceptual Model in Qualitative Research
Thematic analysis is a highly popular technique among qualitative researchers for analyzing qualitative data, which usually comprises thick descriptive data. However, the application and use of thematic analysis has also involved complications due to confusion regarding the final outcome's presentation as a conceptual model. This paper develops a systematic thematic analysis process for creating a conceptual model from qualitative research findin…
Examining the role of social media influencers in service failure and recovery strategies
Purpose Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies. Design/methodology/approach Drawing on a social constructivist perspective and an inductive approach, 59 in-depth interviews were conducted with millennials from three European co…
Demystification and Actualisation of Data Saturation in Qualitative Research Through Thematic Analysis
The concept of saturation in qualitative research is a widely debated topic. Saturation refers to the point at which no new data or themes are emerging from the data set, which indicates that the data have been fully explored. It is considered an important concept as it helps to ensure that the findings are robust and that the data are being used to their full potential to achieve the research aim. Saturation, or the point at which further observ…
Sustainable Digital Marketing for Fashion and Luxury Brands
User Generated Content and Brand Engagement
This study investigates the complex interplay of semiotics and symbolic interactionism in shaping customer perceptions and buying behaviours on luxury fashion brands’ pages on Instagram. Existing research predominantly focuses on the quantitative aspects of social media influence, which leaves a research gap in understanding the qualitative nuances of these social interactions. This study addresses this gap by exploring how consumers interpret an…
Thematic Analysis in an Artificial Intelligence-Driven Context
Although a substantial body of research has explored the application of thematic analysis within qualitative enquiry, considerable variation remains regarding how scholars might operationalise the method. More importantly, the advent of generative artificial intelligence (AI) has introduced additional complexity to the expanding corpus of secondary data. The volume and evolving characteristics of AI-generated content necessitate a critical re-eva…
Business (7 works) · Digital Marketing and Social Media (7 works) · Advertising (5 works) · Consumer Behavior in Brand Consumption and Identification (5 works) · Marketing (4 works) · Marketing (4 works) · Computer Science (3 works) · Originality (3 works) · Political science (3 works) · Sociology (3 works)