Do Consumers Dream of Digital Advertising? New Communication Rules in Social Media

摘要

The aim of this paper is to analyze the recent form of communications and the rhetoric rules that nowadays are used in order to optimize the advertising impact in social media. After having described, with the help of literature, the main communicative guidelines for new media and social media, we will test the new communication rules with the consumers. Therefore, to better elaborate these topics, we will make use of an exploratory research conducted in the IULM University of Milan in spring 2019. The research will answer to the likes and dislikes regarding the social media communication and advertising. Thus the consumer research findings can help researchers and marketers to better understand the birth of those new forms of communication. Another focus of the research will be the question if and when the social technology is a bias and to what extent. Finally, do consumers love the digital advertising on social media? Actually, every new technology requires new languages and, a fortiori, this must happen when the new technology impact has to do with media. In sum, the social media seem to be a good ground to explore recent changes in communication and specifically in advertising communication. The findings of the exploratory research can lead to new questions. In other words, questions could arise as followings: communication and advertising change the same? At the same pace? Do they go in the same direction? And to what extent? Advertising simply have to follow the new communication rules or advertising is forced to use and to invent new form of communication? The present paper will only be able to oudine and quickly schematize possible answers to the questions that, indeed, are bound to develop further considerations and further researches.