This research was conducted to explore how fashion exhibitions, in this case with a historical and cultural foundation, and big events can be an impactful channel of marketing communications with digitalization and social media. Exhibitions and events are featured as meaningful communications channels to diffuse the culture and businesses sectors.

ABSTRACT
INTRODUCTION
THEORETICAL DEVELOPMENT
RESEARCH DESIGN
RESULT AND CONCLUSIONS
REFERENCES

• Maria Gatón Fraile(University of Malaga)
• Lucía Pérez Pérez(EAE Business School)