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Branding nell'era digitale by Taskos, Nikolaos

Branding nell'era digitale

by Nikolaos Taskos
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Book cover type: Paperback
  • ISBN13: 9783330500006
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 88
  • Original Price: GBP 34.71
  • Language: Italian
  • Edition: N/A
  • Item Weight: 127 grams
  • BISAC Subject(s): Marketing / General

� un fatto indiscutibile che Internet abbia influenzato notevolmente il modo in cui i marketer comunicano con i clienti. Il digital branding � uno dei campi di marketing pi� promettenti e si prevede che sar� il modo pi� proficuo per avvicinarsi ai consumatori negli anni a venire. Il presente studio analizza le caratteristiche che rendono un e-brand affidabile e degno di fiducia. Determina quali tecniche di branding online sono efficaci e quali sono considerate invasive dagli utenti online. Si concentra su un gruppo specifico chiamato Millennials, comprende le loro percezioni sull'e-branding ed esplora ci� che li rende fedeli a un e-brand. La ricerca si � basata su una revisione della letteratura esistente sui marchi digitali, sulle strategie e sugli strumenti di e-branding e su uno studio empirico qualitativo condotto nel Regno Unito, composto da interviste in profondit� e da una ricerca netnografica. I risultati hanno rivelato che la fedelt� in un contesto online pu� essere raggiunta e che ci sono alcune caratteristiche che gli utenti considerano cruciali per legarsi a un e-brand. L'autore � fermamente convinto che la presenza online debba essere trattata come un'attivit� separata e che non debba essere trascurata e sottovalutata da nessun marchio.

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