Persuasive consumer relations in the digital society and participatory culture

Detalhes bibliográficos
Autor(a) principal: López Iglesias, Matias
Data de Publicação: 2023
Outros Autores: Carreño Villada , José Luis, Díaz-Chica , Óscar
Tipo de documento: Artigo
Idioma: spa
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://doi.org/10.23882/rmd.23141
Resumo: This study analyses the digital society and its influence on participatory culture and its relationship from the point of view of persuasive communication in consumption. Examining the way in which social networks affect consumption, how brands use participatory culture to improve their image. The influences of democratization on consumption are analysed, pointing out what precautions the consumer must take when expressing their opinion online. Without forgetting the role of brands in participatory culture. The main results indicate that, although participatory culture can have many benefits, it can also present some dangers. The digital society and participatory culture transform the way we interact with all kinds of information. Although persuasive communication can be effective in promoting products and services, it can also have a negative impact on society, encouraging excessive consumption and manipulating consumer perceptions and emotions. By engaging consumers, brands can use participatory culture to improve their image, engaging consumers and improving the relevance of their products and services.
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spelling Persuasive consumer relations in the digital society and participatory cultureRelaciones del consumo persuasivo en la sociedad digital y la cultura participativasociedad digitalcultura participativaconsumopersuasióncomunicacióndigital societyparticipatory cultureconsumptionpersuasioncommunicationThis study analyses the digital society and its influence on participatory culture and its relationship from the point of view of persuasive communication in consumption. Examining the way in which social networks affect consumption, how brands use participatory culture to improve their image. The influences of democratization on consumption are analysed, pointing out what precautions the consumer must take when expressing their opinion online. Without forgetting the role of brands in participatory culture. The main results indicate that, although participatory culture can have many benefits, it can also present some dangers. The digital society and participatory culture transform the way we interact with all kinds of information. Although persuasive communication can be effective in promoting products and services, it can also have a negative impact on society, encouraging excessive consumption and manipulating consumer perceptions and emotions. By engaging consumers, brands can use participatory culture to improve their image, engaging consumers and improving the relevance of their products and services.En este estudio se analiza la sociedad digital y su influencia en la cultura participativa y su relación desde el punto de vista de la comunicación persuasiva en el consumo. Examinando la forma en que las redes sociales afectan al consumo, cómo las marcas utilizan la cultura participativa para mejorar su imagen. Se analiza las influencias de la democratización en el consumo, señalando qué precauciones tiene que tener el consumidor a la hora de expresar su opinión online. Sin olvidar el papel de las marcas en la cultura participativa. Como principales resultados se señala que, aunque la cultura participativa puede tener muchos beneficios, también puede presentar algunos peligros. La sociedad digital y la cultura participativa transforman la forma en que interactuamos con todo tipo de información. Aunque la comunicación persuasiva puede ser efectiva en la promoción de productos y servicios, también puede tener un impacto negativo en la sociedad, fomentando un consumo excesivo y manipulando las percepciones y emociones del consumidor. Al involucrar a los consumidores, las marcas pueden utilizar la cultura participativa para mejorar su imagen, atrayendo a los consumidores y mejorando la relevancia de sus productos y servicios.NMd, Núcleo Multidisciplinar2023-04-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdftext/htmlhttps://doi.org/10.23882/rmd.23141https://doi.org/10.23882/rmd.23141[RMd] RevistaMultidisciplinar; Digital society and participatory culture; 41-55[RMd] RevistaMultidisciplinar; Sociedad digital y cultura participativa; 41-55[RMd] Revue Multidisciplinaire; Société digitale et culture participative; 41-55[RMd] RevistaMultidisciplinar; Sociedade Digital e Cultura Participativa; 41-552184-549210.23882/rmd.v5n2reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPspahttps://revistamultidisciplinar.com/index.php/oj/article/view/141https://revistamultidisciplinar.com/index.php/oj/article/view/141/160https://revistamultidisciplinar.com/index.php/oj/article/view/141/157Direitos de Autor (c) 2023 Matias López Iglesias, José Luis Carreño Villada , Óscar Díaz-Chicainfo:eu-repo/semantics/openAccessLópez Iglesias, MatiasCarreño Villada , José LuisDíaz-Chica , Óscar2024-03-16T07:04:58Zoai:ojs2.revistamultidisciplinar.com:article/141Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:49:27.273641Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Persuasive consumer relations in the digital society and participatory culture
Relaciones del consumo persuasivo en la sociedad digital y la cultura participativa
title Persuasive consumer relations in the digital society and participatory culture
spellingShingle Persuasive consumer relations in the digital society and participatory culture
López Iglesias, Matias
sociedad digital
cultura participativa
consumo
persuasión
comunicación
digital society
participatory culture
consumption
persuasion
communication
title_short Persuasive consumer relations in the digital society and participatory culture
title_full Persuasive consumer relations in the digital society and participatory culture
title_fullStr Persuasive consumer relations in the digital society and participatory culture
title_full_unstemmed Persuasive consumer relations in the digital society and participatory culture
title_sort Persuasive consumer relations in the digital society and participatory culture
author López Iglesias, Matias
author_facet López Iglesias, Matias
Carreño Villada , José Luis
Díaz-Chica , Óscar
author_role author
author2 Carreño Villada , José Luis
Díaz-Chica , Óscar
author2_role author
author
dc.contributor.author.fl_str_mv López Iglesias, Matias
Carreño Villada , José Luis
Díaz-Chica , Óscar
dc.subject.por.fl_str_mv sociedad digital
cultura participativa
consumo
persuasión
comunicación
digital society
participatory culture
consumption
persuasion
communication
topic sociedad digital
cultura participativa
consumo
persuasión
comunicación
digital society
participatory culture
consumption
persuasion
communication
description This study analyses the digital society and its influence on participatory culture and its relationship from the point of view of persuasive communication in consumption. Examining the way in which social networks affect consumption, how brands use participatory culture to improve their image. The influences of democratization on consumption are analysed, pointing out what precautions the consumer must take when expressing their opinion online. Without forgetting the role of brands in participatory culture. The main results indicate that, although participatory culture can have many benefits, it can also present some dangers. The digital society and participatory culture transform the way we interact with all kinds of information. Although persuasive communication can be effective in promoting products and services, it can also have a negative impact on society, encouraging excessive consumption and manipulating consumer perceptions and emotions. By engaging consumers, brands can use participatory culture to improve their image, engaging consumers and improving the relevance of their products and services.
publishDate 2023
dc.date.none.fl_str_mv 2023-04-11
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://doi.org/10.23882/rmd.23141
https://doi.org/10.23882/rmd.23141
url https://doi.org/10.23882/rmd.23141
dc.language.iso.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistamultidisciplinar.com/index.php/oj/article/view/141
https://revistamultidisciplinar.com/index.php/oj/article/view/141/160
https://revistamultidisciplinar.com/index.php/oj/article/view/141/157
dc.rights.driver.fl_str_mv Direitos de Autor (c) 2023 Matias López Iglesias, José Luis Carreño Villada , Óscar Díaz-Chica
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos de Autor (c) 2023 Matias López Iglesias, José Luis Carreño Villada , Óscar Díaz-Chica
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/html
dc.publisher.none.fl_str_mv NMd, Núcleo Multidisciplinar
publisher.none.fl_str_mv NMd, Núcleo Multidisciplinar
dc.source.none.fl_str_mv [RMd] RevistaMultidisciplinar; Digital society and participatory culture; 41-55
[RMd] RevistaMultidisciplinar; Sociedad digital y cultura participativa; 41-55
[RMd] Revue Multidisciplinaire; Société digitale et culture participative; 41-55
[RMd] RevistaMultidisciplinar; Sociedade Digital e Cultura Participativa; 41-55
2184-5492
10.23882/rmd.v5n2
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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