Relationship mechanisms between brands and audiences and new techniques for citizen participation in the era of mobile communication
DOI:
https://doi.org/10.24137/raeic.5.10.3Keywords:
mobile communication, audiences, responsive design, Mobile First strategy, m-commerceAbstract
Current communication processes are characterized by their bidirectional character, the interactivity of messages and their scenarios 24/7/365, where the geographical borders have almost disappeared. In this context, fostered by the development of the Internet, and especially by the new spaces of social interaction that have emerged in the network, mobile communication is becoming more and more powerful. This king of communication is mobile by the place where it can occur and by the type of portable device that is used to carry it out. Thus, in this paper we analyze the potential of this type of communication for organizations and audiences, paying special attention to the formats used and the future trends. Similarly, we investigate the sort of communicative relationship between audiences and organizations and how both have changed their roles, so that they can now act as transmitters and receivers, so that in the communication process the messages are becoming less static and more mobile and viral.
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