勿忘我吗?在品牌建设沟通过程中使用沉浸式技术:墨西哥情境下的探索性研究

IF 1.5 Q2 COMMUNICATION
Martha Rivera-Pesquera, Silvia Cacho-Elizondo, Rafael Duran-Dergal
{"title":"勿忘我吗?在品牌建设沟通过程中使用沉浸式技术:墨西哥情境下的探索性研究","authors":"Martha Rivera-Pesquera, Silvia Cacho-Elizondo, Rafael Duran-Dergal","doi":"10.1177/09732586211036768","DOIUrl":null,"url":null,"abstract":"New immersive technologies (NITs) can be an ally or a rival when it comes to brand relationships. Given the multiplicity of options, marketers need to understand their customers also as audiences seeking experiences. However, such experiences need to exist within a company’s digital ecosystem. This study presents an analysis of six companies that have used NITs to varying degrees. We propose a framework in which more cases of NIT usage in companies can be studied. We conclude that the more the initiatives come from a company’s top-management overall ecosystem transformation, the more likely NIT adoption will fit into a general strategy for a brand-strengthening process and the more it will be effective. This exploratory analysis opens up a path for building new frameworks to measure a company’s degree of involvement with and usage of interactive technologies.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2021-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Forget-me-not? Using Immersive Technologies in Brand-building Communication Processes: An Exploratory Study in the Mexican Context\",\"authors\":\"Martha Rivera-Pesquera, Silvia Cacho-Elizondo, Rafael Duran-Dergal\",\"doi\":\"10.1177/09732586211036768\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"New immersive technologies (NITs) can be an ally or a rival when it comes to brand relationships. Given the multiplicity of options, marketers need to understand their customers also as audiences seeking experiences. However, such experiences need to exist within a company’s digital ecosystem. This study presents an analysis of six companies that have used NITs to varying degrees. We propose a framework in which more cases of NIT usage in companies can be studied. We conclude that the more the initiatives come from a company’s top-management overall ecosystem transformation, the more likely NIT adoption will fit into a general strategy for a brand-strengthening process and the more it will be effective. This exploratory analysis opens up a path for building new frameworks to measure a company’s degree of involvement with and usage of interactive technologies.\",\"PeriodicalId\":43888,\"journal\":{\"name\":\"Journal of Creative Communications\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.5000,\"publicationDate\":\"2021-09-08\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Creative Communications\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/09732586211036768\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586211036768","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0

摘要

在品牌关系方面,新的沉浸式技术(nit)可以是盟友,也可以是对手。考虑到选择的多样性,营销人员需要将他们的客户也视为寻求体验的受众。然而,这样的体验需要存在于公司的数字生态系统中。本研究对六家不同程度使用nit的公司进行了分析。我们提出了一个框架,在这个框架中可以研究更多的企业使用NIT的案例。我们得出的结论是,来自公司高层管理的整体生态系统转型的举措越多,采用NIT就越有可能符合品牌强化过程的总体战略,而且效果越好。这种探索性分析为构建新的框架开辟了一条道路,以衡量公司对交互式技术的参与程度和使用情况。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Forget-me-not? Using Immersive Technologies in Brand-building Communication Processes: An Exploratory Study in the Mexican Context
New immersive technologies (NITs) can be an ally or a rival when it comes to brand relationships. Given the multiplicity of options, marketers need to understand their customers also as audiences seeking experiences. However, such experiences need to exist within a company’s digital ecosystem. This study presents an analysis of six companies that have used NITs to varying degrees. We propose a framework in which more cases of NIT usage in companies can be studied. We conclude that the more the initiatives come from a company’s top-management overall ecosystem transformation, the more likely NIT adoption will fit into a general strategy for a brand-strengthening process and the more it will be effective. This exploratory analysis opens up a path for building new frameworks to measure a company’s degree of involvement with and usage of interactive technologies.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信