Persuasive consumer relations in the digital society and participatory culture

• 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
• topic: sociedad digital; cultura participativa; consumo; persuasión; comunicación; digital society; participatory culture; consumption; persuasion; communication

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.