Уеб съдържанието на дигиталните маркетингови комуникации като семантичен капитал
The Web Content оf Digital Marketing Communication As Semantic Capital

Author(s): Teodora Petkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: web content; semantic capital; digital marketing communication; World Wide Web
Summary/Abstract: The complexity of the communication scenario on the World Wide Web calls for considering interdisciplinary conceptualizations of web content and analyzing its multifaceted nature as a phenomenon of the networked society. Towards that end and for a theoretical rethinking of web and digital marketing communication artifacts, this paper presents and analyzes the concept of semantic capital. The paper argues that the conceptualization of digital marketing communications as a creation of semantic capital can serve effective marketing communication grounded in a continuum of meaningful interactions between the brand and its stakeholders.

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