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Author
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Marti, C., & Berthelot-Guiet, K.
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Year
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2019
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Publisher
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In International Conference on Human-Computer Interaction (pp. 417-433). Cham: Springer International Publishing.
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Abstract
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The article examines how brands have become deeply embedded in social media and online spaces, reshaping advertising practices. It critiques the professional discourse that presents social media marketing as transparent, conversational, and equal, arguing that such claims mask strategic promotional intentions. Using a socio-semiotic communication framework rooted in French information and communication sciences, the study analyzes how brand messages continuously transform and hybridize within digital environments. It also highlights how users are becoming increasingly skilled at recognizing and interpreting marketing strategies online.
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Language
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English