Out of the Boardroom and into the Showroom: Shifting the Brand Digital Conversation from Emotional Response to Awareness
In the contemporary digital environment, brands are modelling their communication strategies on values typical of the corporate world and thus creating a widened narrative which transforms emotional storytelling into something more oriented towards authenticity, reputation and ethics. An insight int...
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| Format: | Article |
| Language: | English |
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University of Bologna
2021-07-01
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| Series: | ZoneModa Journal |
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| Online Access: | https://zmj.unibo.it/article/view/13119 |