Il fruitore del marketing online. Strategie interpretative per nuove forme di testualitÃ

The spread of online advertising and the emergence of new digital marketing practices have led to a necessary update of corporate content in recent years. Exploring the potential of new media, many brands have managed to expand their narratives and engage audiences with participatory and nonlinear experiences. This paper analyzes the discursive and interpretive practices underlying corporate communication on new media, in particular on social networks. On these channels, the audiences are required to make the best use of their interpretive skills, actively collaborating to fulfill all the gaps disseminated in the text and fully understand the content.