Persuasive Communication and Social Purpose Brands: Realities and Challenges in the Design of Creative Strategies

Authors

  • Coordinadores: Dra. Araceli Castelló-Martínez University of Alicante image/svg+xml
  • Juan Monserrat-Gauchi Universidad de Alicante
  • Joaquim Brigas Polytechnic of Guarda image/svg+xml

Keywords:

Useful brands, brand purpose, creative strategy, strategic communication planning, persuasive communication, corporate social responsibility, advertising, marketing, communication, branded content, social media.

Abstract

 

The crisis caused by the COVID-19 pandemic has served as a catalyst for change in brand communication, which aims to convey ideas of trust, service, commitment, and a relationship with consumers (Xifra, 2020; Fernández-Blanco, Hernández-Zelaya & Alameda, 2021). The crisis has added a new dimension to the revolution in persuasive communication resulting from the popularization of collaborative digital platforms that facilitate interaction between users in real time (Sabich & Steinberg, 2017; Sánchez-Vera, Solano-Fernández & Recio-Caride, 2019), the new possibilities offered by media convergence, and the so-called post-advertising movement (Solana, 2010), which has fostered the dissemination of more personal, transparent messages and empathetic, interactive content.

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Author Biographies

Coordinadores: Dra. Araceli Castelló-Martínez, University of Alicante

Author of the books From Advertising to Integrated Persuasive Communication. Strategy and empathy (2019), Communication in constant change (2013) and Business strategies in Web 2.0. Social networks (2010). He has published more than 40 articles in scientific journals and more than 30 book chapters. Member of the research group "Communication and Specific Audiences" of the University of Alicante, the research project "Adkids Mobile" and various teaching innovation projects. He has more than 2000 citations in Google Scholar, with an h-index of 22 and an i10 index of 38. Lines of research: digital communication, creative strategy, advertising planning, brand purpose, communication and specific audiences. ORCID: https://orcid.org/0000-0001-5783-344X   Translated with www.DeepL.com/Translator (free version)

Juan Monserrat-Gauchi, Universidad de Alicante

Author of the books Planificación Estratégica de la Comunicación en Redes Sociales (2017), Cómo elaborar un Plan Estratégico de Comunicación (2014) and El Anunciante Franquiciador, Sistemas y Procesos de Comunicación Comercial (2012). He has published more than 40 articles in scientific journals, 4 full-length books and more than 15 book chapters. Member of the research group "Communication and Specific Audiences" of the University of Alicante and of several teaching innovation projects. He has more than 600 citations in Google Scholar, with an h-index of 14 and an i10 index of 22. Lines of research: systems and processes in brand communication, strategic planning of communication, communication in franchising, communication and specific audiences. ORCID: https://orcid.org/0000-0003-1818-2968    

Joaquim Brigas , Polytechnic of Guarda

President of the Polytechnic Institute of Guarda since December 3, 2018. Coordinating Professor of the School of Education, Communication and Sport (ESECD) in the Scientific-Technical Unit (UTC) of Communication at ESECD.
Specialist in Advertising, Consumption and Marketing, degree awarded by the University ofVigo, PhD in Advertising and Public Relations by the Faculty of Social Sciences and Communication, by the University of Vigo and enrolled at the University of Porto. Master and Degree in Geography from the Faculty of Arts of the University of Coimbra. He is author and co-author of several academic publications in the field of communication and has participated in several scientific projects. He is a member of the CEPESE research center of the University of Porto and the UDI, having also organized several scientific events.
He has held different leadership and management positions, having been director of ESECD between 1998 and 2009, coordinator of UTC in Communication, director of the Degree in Communication and Public Relations, director of the Master in School Libraries and responsible for the disciplinary area of communication.
As part of his teaching activity, he was author and co-author of several pedagogical publications.
Responsible for several curricular units, supervised master's degree and curricular practice projects. He has been president and member of doctoral, master's and internship tribunals. He organized several educational events, such as congresses, conferences and study visits.
ORCID: https://orcid.org/0000-0002-3938-0843

References

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Published

2023-05-03

How to Cite

Castelló-Martínez, A., Monserrat-Gauchi, J., & Brigas , J. (2023). Persuasive Communication and Social Purpose Brands: Realities and Challenges in the Design of Creative Strategies. Revista Latina de Comunicación Social, (81). Retrieved from https://nuevaepoca.revistalatinacs.org/index.php/revista/article/view/2110

Issue

No. 81 (2023)

Section

Persuasive communication and social purposes of brands

License

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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