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User-generated video parodies in social media

Author

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  • Francesca Negri

Abstract

Il content marketing consiste nella creazione, distribuzione e condivisione di contenuti prettamente digitali da parte delle imprese per attrarre e ingaggiare i consumatori. Fino ad oggi ? stata l?attrattivit? dei contenuti la maggiore sfida che le imprese dovevano fronteggiare per creare comunicazione di valore. Il Web 2.0 pone alle imprese nuove sfide, in termini di opportunit? e minacce. Nel Web 2.0 infatti, non sono pi? solo le aziende a poter creare contenuti, anzi: in questo contesto, diventano editor anche le persone, grazie alle ICT sempre pi? accessibili anche ai non addetti ai lavori. Ci? che caratterizza il Web 2.0, e i social media in particolare, ? il fatto che si passi dal paradigma della comunicazione (l?impresa ? emittente e il consumatore ? ricevente) al paradigma della conversazione (sia l?impresa che il consumatore sono, allo stesso tempo, sia emittenti che riceventi). Questo passaggio di paradigma riguarda anche il content marketing, che diventa digital content marketing. In questo caso, tuttavia, non si tratta solo di nuovi canali (digital) per contenuti gi? visti, ma di un nuovo approccio, che porta anche nel content marketing la conversazione. Il paper analizza un fenomeno che sta diventando sempre pi? consistente nel Web 2.0, e che va a modificare la tradizionale definizione di content marketing: le parodie che i consumatori (nuovi editor) fanno dei contenuti generati dalle imprese. Il tema e la definizione del content marketing sono quindi rivisitati e aggiornati, alla luce del paradigma del Web 2.0 dove la conversazione ? bidirezionale e i consumatori sempre pi? proattivi. L?attenzione si posa in particolare su cosa accada ai contenuti video promozionali creati dalle imprese una volta che essi sono intercettati ed elaborati dai fan, in particolare nella forma della video parodia condivisa sulla piattaforma YouTube. Le analisi condotte, attraverso il calcolo dell?Engagement Rate, una content analysis seguita dalla sentiment e un esperimento di emotion tracking tramite un software di face reading, dimostrano che le video parodie prodotte dai consumatori (User-Generated Video Parodies) sono effettivamente in grado di creare valore addizionale (in termini di percezione pi? positiva della comunicazione originale, opportunit? di viralit? e, infine, di costruzione di una relazione con il consumatore) rispetto a quello generato dagli sforzi editoriali e creativi delle sole imprese che investono nel content marketing.

Suggested Citation

  • Francesca Negri, 2015. "User-generated video parodies in social media," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 75-95.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-001005
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    References listed on IDEAS

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