Jacopo Bagni, Silvio Malvolti, Giuseppe Riva

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

  • Abstract

Informations and abstract

Keywords: Narrative, positive marketing, media transportation, media elevation, consumer brand engagement, brand equity.

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

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