Public relations and the real estate sector. New digital communication strategies

被引：0

作者：

Fernandez Rincon, Antonio Raul ^{[1
]}

Hellin Ortuno, Pedro Antonio ^{[1
]}

机构：

[1] Univ Murcia, Dept Informac & Documentac, Murcia, Spain

来源：

OBRA DIGITAL-REVISTA DE COMUNICACION | 2018年 / 15期

关键词：

Real estate; TIC; strategy; communication; digital;

D O I：

暂无

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

We present the results of an analysis of a sample of real estate communication tools developed since the rise of ICT, within the framework of strategic reconfiguration of internal communications. With increasing use of content management, mobile technology and social networks, we observed a change in the strategies and mechanisms for brand message transmission. Furthermore, a greater media presence of certain aspects of real estate consumption could give rise to a new demand-side paradigm. We aim to offer some reflections on these new modes of discourse and contribute to understanding their use in practice.

引用

页码：31 / 49

页数：19