Product communication strategy driven by social network profiles : an experimen...

• Autor(es): Silva, J.M.G.
• Data: 2012
• Identificador Persistente: http://hdl.handle.net/10400.11/2109
• Origem: Repositório Científico do Instituto Politécnico de Castelo Branco
• Assunto(s): Communication design; Product communication; Learning; Social media
• Tipo de Documento: Documento de conferência
• Idioma: Inglês

Descrição

This paper describes the development and testing of an experimental teaching module on product communication strategy. The study aims to answer the question of how new social platforms such as Facebook can help in developing new strategies for product communication. Developing links between a product and consumer preferences. In this experimental learning module, students of the New Media Production course developed new strategies for product communication, identifying possible active archetypes on narrative consumer preferences of Facebook profiles. The conducted experimence evidenced that the experienced cycle is a major contribute to the learning of product communication in the digital age, due to associations between consumer preferences and the new product communication strategies.