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Storytelling e web communication

Author

Listed:
  • Tiziana Russo Spena
  • Maria Colurcio
  • Monia Melia

Abstract

Il lavoro approfondisce l?utilizzo dello storytelling quale strumento di comunicazione del brand nella nuova dimensione interattiva e collaborativa del web. Lo studio ha riguardato l?analisi di tre casi empirici attraverso i quali sono state indagate le dinamiche del processo di comunicazione nei contesti digitali di interazione sociale. I risultati evidenziano che lo sviluppo di campagne di storytelling veicolate attraverso le piattaforme delle virtual brand communities beneficia dell?interattivit? e della dimensione pluralistica della relazione con il cliente, elementi che, investendo tutte le componenti chiave della narrazione - temi, attori, strumenti, risorse - ne potenziano l?efficacia per il coinvolgimento, l?intrattenimento e la partecipazione del cliente.

Suggested Citation

  • Tiziana Russo Spena & Maria Colurcio & Monia Melia, 2013. "Storytelling e web communication," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 97-117.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-001007
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    References listed on IDEAS

    as
    1. Gabriel, Yiannis, 2000. "Storytelling in Organizations: Facts, Fictions, and Fantasies," OUP Catalogue, Oxford University Press, number 9780198297062, Decembrie.
    2. James, Camille H. & Minnis, William C., 2004. "Organizational storytelling: It makes sense," Business Horizons, Elsevier, vol. 47(4), pages 23-32.
    3. Dubois, Anna & Gadde, Lars-Erik, 2002. "Systematic combining: an abductive approach to case research," Journal of Business Research, Elsevier, vol. 55(7), pages 553-560, July.
    Full references (including those not matched with items on IDEAS)

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