Positive Digital Marketing: l'uso di notizie positive su dispositivi digitali come strumento di brand management

Jacopo Bagni, Silvio Malvolti and Giuseppe Riva

Micro & Macro Marketing, 2012, issue 2, 257-272

Abstract: Narration and experience play a central role in the marketing andbrand management strategies: they are used to create a vivid image ofthe brand in consumers' minds, to carry positive values attributable tothe brand and to help the consumer in constructing «possible worlds»symbolically positive and able to support their aspirational projects oflife. After introducing and discussing the concept of «Positive Marketing» the paper discusses the potential of good news stories - positivenarratives presenting individuals doing generous or good acts for reasons- as a possible positive marketing tool.We argued that the effects of transportation and elevation inducedby good news, could be important marketing assets to induce cognitive,emotional and conative changes in consumers. Finally, we discussedthree recent promising and successful marketing communication campaigns,based on the concept of positive brand narratives, as a possiblebridge towards our proposal.

Keywords: Narrative; positive marketing; media transportation; media elevation; consumer brand engagement; brand equity. (search for similar items in EconPapers)
Date: 2012
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