Mañas-Viniegra, Luis Storytelling digital en comunicación corporativa: comparativa entre Ibex 35 y Dow Jones. El profesional de la información, 2017, vol. 26, n. 6, pp. 1127-1138. [Journal article (Paginated)]
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English abstract
Corporate websites have been challenged to incorporate storytelling narratives that favor emotional bonds with their stakeholders. This paper establishes four categories of implementation in the companies of IBEX 35 and reveals its delay of companies listed in the Dow Jones index. The case studies presented allow us to make recommendations in order to improve the situation.
Spanish abstract
Las webs corporativas de las marcas se enfrentan al reto de incorporar una narrativa de storytelling que fomente los vínculos emocionales con sus públicos. Este trabajo establece cuatro categorías de implantación en las empresas del IBEX 35 y pone de manifiesto su demora frente a las empresas que cotizan en el Dow Jones. Los casos de estudio extraídos permiten establecer recomendaciones que mejoren esta situación.
Item type: | Journal article (Paginated) |
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Keywords: | Storytelling; Corporate brand; Interactivity; Parallax; Digital storytelling; Companies; Web sites; Marca corporativa; Interactividad; Storytelling digital; Empresas; Sitios web. |
Subjects: | H. Information sources, supports, channels. > HQ. Web pages. H. Information sources, supports, channels. > HR. Portals. H. Information sources, supports, channels. > HT. Web 2.0, Social networks I. Information treatment for information services > IG. Information presentation: hypertext, hypermedia. I. Information treatment for information services > IK. Design, development, implementation and maintenance |
Depositing user: | Ms Mayra Guaycha Carrión |
Date deposited: | 25 Jan 2018 19:03 |
Last modified: | 25 Jan 2018 19:18 |
URI: | http://hdl.handle.net/10760/32264 |
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