Interactive communication between storytelling and social network

Author/s Tiziana Russo Spena, Maria Colurcio, Monia Melia
Publishing Year 2013 Issue 2013/1
Language Italian Pages 21 P. 97-117 File size 534 KB
DOI 10.3280/MC2013-001007
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The paper analyses the role of virtual storytelling as a tool for the brand interactive communication in the web environment. The study focuses on three Italian empirical evidences that are interesting experiences of digital storytelling. The study argues that campaigns of digital storytelling benefit from multiple and interactive relationship with the customer. These features affect all the elements of the story - message, means, cast and communication skills - and foster its effectiveness to involve, entertain and active the audience.

Keywords: Storytelling, digital storytelling, brand communication, web 2.0.

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Tiziana Russo Spena, Maria Colurcio, Monia Melia, Storytelling e web communication in "MERCATI E COMPETITIVITÀ" 1/2013, pp 97-117, DOI: 10.3280/MC2013-001007