The digital revolution is bringing about profound change in terms of consumers, markets, business models, marketing, communication and brands. The trajectories of change are hyper-connectivity (Vernuccio e Ceccotti, 2015) and openness (Tapscott, 2012). Hyper-connectivity is based on the reticularity (Gummenson, 2009; Vernuccio, 2013) and interactivity (Liu, 2003) inherent to digital contexts (as opposed to linearity, hierarchy and unidirectional systems). Here, all market players (including brands) become digital (Negroponte, 1996), interacting in a global network that is always on. Each of them possess a digital identity, which can be defined as their “networked self” (Papacharissi, 2011) o “digital extended self” (Belk, 2013).
|Titolo:||BRANDING IN THE DIGITAL ERA|
|Data di pubblicazione:||2016|
|Appare nelle tipologie:||2.1 Articolo su rivista |
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|M&C_Introduction Special Issue Branding in the digital era_8 sett2016.docx||articolo||Versione dell'editore||Accesso libero (no vincoli)||Open Access Visualizza/Apri|