USING TECHNOLOGY FOR ADAPTIVE DIGITAL COMMUNICATION STRATEGIES DURING THE COVID19 PANDEMIC

The purpose of this chapter is to determine the role of digital communication strategies in Torino digitally active museums. It describes strengths and weakness of museum digital communication practices, giving evidence on the awareness that museum managers have on the power of technology, data and automation to drive innovative digital communications. While some conceptual studies have highlighted the impact that digital technologies have on museums, empirical evidence on communication strategies, according to museum managers, is still missing. This research aims to fill this gap. The results show that digital communication is weakly linked to strategic dimension in the Torino museums, since it is conceived as a short-term operative tool, and it is not yet managed as a key resource to engage in dialogue with their publics. Results could provide new insight to directors and museum managers involved from the transformative and often disruptive power of digitization with the various spill-over effects on their business models.

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Practitioner Perspective. Digital Communication Strategies for Strengthening and Empowering Amazonian Peoples and Nationalities: Community Radio and the Quijos Nation

Digital Activism, Community Media, and Sustainable Communication in Latin America ◽

10.1007/978-3-030-45394-7_16 ◽

2020 ◽

pp. 335-351

Author(s):

Etsa Franklin Salvio Sharupi Tapuy

Keyword(s):

Digital Communication ◽

Communication Strategies ◽

Community Radio

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Fostering Community Agents Through Health Communication

Cultivating Entrepreneurial Changemakers Through Digital Media Education - Advances in Higher Education and Professional Development ◽

10.4018/978-1-7998-5808-9.ch010 ◽

2021 ◽

pp. 156-164

Author(s):

Emuni E. Sanderson

Keyword(s):

Health Disparities ◽

Health Communication ◽

Digital Media ◽

Social Entrepreneurship ◽

Digital Communication ◽

Communication Strategies ◽

Diverse Populations ◽

Level Change ◽

Technological Tools ◽

Policy Level

Specific fields of communication have transformed due to the advancement of digital communication and utilization of technological tools. Health communication is an emerging field and consists of practical communication strategies used in the field of health and medicine that has expanded as digital media and social entrepreneurship were adopted as key conceptual factors in confronting health disparities of diverse populations. This chapter aims to demonstrate health communication's usage of digital media education and social entrepreneurship in cultivating the next generation of community agents to challenge social injustices and inequities; and create policy-level change.

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Consumer Perception of Brand Repositioning Through Benefit Diversification and Intensity of Use

10.4018/978-1-7998-1630-0.ch004 ◽

2022 ◽

pp. 77-90

Author(s):

Francisca Quintas Rodrigues ◽

Beatriz Casais

Keyword(s):

Digital Communication ◽

Communication Strategies ◽

Consumer Perception ◽

Strategic Positioning ◽

Positioning Strategy ◽

Constant Change ◽

Young Consumers

A company's positioning strategy is focused on how the company wants its brand to be perceived in the market. However, the constant change of markets has led many companies to carry on repositioning strategies to deliberately change their strategic positioning, namely by widening its product or service benefits to attract a wider market audience. As product or service positioning is always defined by the consumer, there is the need to understand the extent to which each company is able to communicate its new intended positioning and actually make it perceived. This chapter presents the case of Pedras, a Portuguese brand of naturally sparkling water which ramped up its communication efforts regarding the extension of its product's benefits in order to minimize the potential gap between intended and perceived positioning. Digital communication strategies are discussed to engage young consumers.

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