Scientific communication of Dr. Fondevila et altri on brand positioning in digital journalism
“Sensory communication for a brand positioning: empirical analysis and monetization possibilities for cyber journalism” is the scientific communication of Dr. Joan Francesc Fondevila Gascon, Dr. Pedro Mir, Dr. Joaquín Marqués and Dr. Josep Rom at the IX International Congress of Cyberjournalism “Innovation and entrepreneurship at the service of audiences”, held in Bilbao (at the Bizkaia Aretoa of the UPV / EHU) on November 27 and 28, 2017.
In this communication, a quantitative analysis on brand positioning is exposed from sensory communication in the digital journalism environment. It is observed that the use of this type of communication improves the appeal for the reader.
The study corresponds to the research task of the Research Group on Digital Journalism and Marketing and Broadband and the Research Group on Innovative Monetization Systems of Journalism, Marketing and Digital Tourism (SIMPED), of CECABLE, the Pompeu Fabra University, Escola Universitària Mediterrani of the University of Girona, Blanquerna-Universitat Ramon Llull and Universitat Autònoma de Barcelona, of which Dr. Joan Francesc Fondevila Gascón is the principal investigator.
