Sensory communication for a brand positioningempirical analysis and monetization possibilities for cyber journalism
- Joan Francesc Fondevila i Gascón
- Pedro Mir Bernal
- Joaquín Marqués Pascual
- Josep Rom Rodríguez
- Ainara Larrondo Ureta (coord.)
- Koldobika Meso Ayerdi (coord.)
- Simón Peña Fernández (coord.)
Publisher: Servicio Editorial = Argitalpen Zerbitzua ; Universidad del País Vasco = Euskal Herriko Unibertsitatea
ISBN: 9788490827833
Year of publication: 2017
Pages: 189-203
Congress: Congreso Internacional de Ciberperiodismo (9. 2017. Bilbao)
Type: Conference paper
Abstract
This paper analyses the importance that sensory communication and marketing can have in the act of consumption and what uses arise with this approach. Based on human senses as an unconscious channel to influence in consumer brand perception, this study tries to reveal new possible methods to make consumers consumption experience more pleasant and beneficial for the brand. The research presents the results of an empirical analysis related to an experiment that measure if music can condition consumer evaluation of a product's consumption. We conclude the sensorial addition is positive to reinforce the experience of consumption. The paper concludes communication and cyber journalism, in the social journalism commerce ecosystem, can obtain profitability as a consequence of those new findings that open a broad range of possibilities that can be done in this area.