Social, viral, mobile e Tv: nuove integrazioni in risposta al cambiamento generazionale. Una riflessione empirica sul settore alimentare

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Casalegno Cecilia; Bollani Luigi; Candelo Elena;
  • Journal: Micro & Macro Marketing,issue 3,pages441-460
  • Related identifiers: doi: 10.1431/78567
  • Subject: Integrated Communication; Brand Communication; Mass Media; Digital Media; Advertising; Television; Multivariate Analysis; Survey.

Adverting is comparing itself with technology process and with the transformation of communication people attitudes; is television role changing? If yes, in which way? How television is interacting and integrating with web 2.0 communication tools? The aim of this resear... View more
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