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Gli effetti della rivoluzione digitale sui consumatori: dai nuovi paradigmi ai nuovi modelli di web advertising nella logica della brand experience

Author

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  • Arianna Di Vittorio
  • Pierluigi Passaro

Abstract

Analizzare i risvolti della nuova struttura percettiva e valoriale del web consumer, a seguito dell?applicazione dei nuovi modelli di web advertising. Tale processo avviene per? parallelamente allo sviluppo in chiave interattiva del traditional advertising con le nuove forme di dialogo azienda-cliente, sullo sfondo di un contesto d?analisi in termini di brand experience. L?obiettivo del paper consiste nel rispondere alla domanda di ricerca secondo la quale ci si chiede quale concetto di "valore" ? possibile trasmettere e condividere via web, e come il web modifica le percezioni attorno ai prodotti. Metodologia - Trattandosi di un conceptual paper, l?approccio utilizzato ? quello deduttivo- descrittivo. Partendo da un?analisi sui nuovi aspetti del web consumer, e analizzandone la sua nuova struttura valoriale, si cerca di rispondere alle domande di ricerca proposte dall?obiettivo del lavoro. Risultati - Pur necessitando di approfondimenti, il lavoro riesce ad evidenziare l?esigenza di puntare su meccanismi relazionali on line, quali l?advertaintment, ad esempio, all?interno dei quali l?utente ritrova piena autonomia, interazione, coinvolgimento e valore per se stesso, abbandonando, quindi, in gran parte i meccanismi basati sulla struttura dell?advertising classico.

Suggested Citation

  • Arianna Di Vittorio & Pierluigi Passaro, 2013. "Gli effetti della rivoluzione digitale sui consumatori: dai nuovi paradigmi ai nuovi modelli di web advertising nella logica della brand experience," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2013(2), pages 23-41.
    • Handle: RePEc:fan:eieiei:v:html10.3280/ei2013-002002
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    References listed on IDEAS

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    1. Belk, Russell W & Wallendorf, Melanie & Sherry, John F, Jr, 1989. "The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 1-38, June.
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