Comunicación Digital Empresa: Innovación, ética y estrategias para la construcción de marcas y narrativas transmedia
This chapter examines the role of digital communication in the corporate world with a focus on innovation, ethics, and tactics for brand development through transmedia storytelling. It situates the emergence of new communication channels between consumers and brands within the context of the di...
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| Main Authors: | , , |
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| Format: | Online |
| Sprog: | spansk |
| Udgivet: |
Editorial Unión Científica
2025
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| Fag: | |
| Online adgang: | https://directory.doabooks.org/handle/20.500.12854/169653 |
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| Summary: | This chapter examines the role of digital communication in the corporate world with a focus on innovation, ethics, and tactics for brand development through transmedia storytelling. It situates the emergence of new communication channels between consumers and brands within the context of the digital revolution. A qualitative-exploratory methodological approach is proposed, including a literature review and a case study of companies that have effectively used transmedia techniques. The results show that both technological innovation and ethical, rational, and user-centered behavior are necessary for success in digital communication. High-impact campaigns share common characteristics, such as content co-creation, strategic use of multiple platforms, and respect for the use of personal data. The discussion centers on narrative opportunities, ethical dilemmas, and the need for open and empathetic corporate communication. Finally, a comprehensive model is proposed that incorporates ethics and innovation as pillars for building socially conscious and sustainable digital brands. The importance of adopting a critical perspective on digital spaces is emphasized, and transmedia storytelling is presented as a marketing medium that fosters genuine audience engagement. |
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