Growth Communication Strategies in the Digital Age

Bibliographic Data

ID3759372
AuthorsPatricia Coll-Rubio (0000-0001-7649-800X, Universitat Ramon Llull, corresponding author), Josep Maria Carbonell (0000-0002-2378-5053, Universitat Ramon Llull)
Year2024
Volume68
Issue1
Pages43-55
Publication date2024-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueAmerican Behavioral Scientist (JOURNAL)
Journal identifiersISSN: 0002-7642 • E-ISSN: 1552-3381
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/00027642221132798
OpenAlexW4307870645
LanguageEN
References cited41

This article analyzes growth strategies in the context of digital transformation in all political, social, and economic scopes that were accelerated by the pandemic. The article also focuses on the specific case of digital native brands which have emerged in a disruptive way. The study was carried out by using electronic surveys from April 2020 to November 2021 of 50 professionals in leading technology companies and startups. The study takes into account the results obtained in research carried out during the last 8 years by combining both the methods of in-depth interviews and documentary analysis in tracking the strategies of technology companies. The results show that growth strategies in digital economy are focused on decision making based on data combined with creative actions such as digital content, influencer marketing, media, events, and newsjacking. This growth strategy is applicable to all areas, especially politics

Advertising · Business · Context (archaeology) · Digital marketing · Digital media · Digital strategy · Digital transformation · Geography · Political science · Politics · Public relations · Social media · Social media marketing · Sociology · Tracking (education) · Communication and COVID-19 Impact · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Marketing

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