Vol. 16 No. 8 (2024): Special Issue: Strategies and Narratives in Digital Communication: From Marketing to Social Awareness on Social Media

Coordinators:

Dr. Sheila Liberal Ormaechea, Universidad Francisco de Vitoria
Dr. Gema Bonales Daimiel, Universidad Complutense de Madrid

Keywords: Digital communication, Social media, Digital marketing, Corporate social responsibility (CSR), Social awareness, Identity construction, Political narratives, Advertising strategies, Digital Interactivity.

Over the past decade, social media has radically transformed the landscape of communication, both in personal and professional contexts. These platforms have evolved from being mere means of social interaction to becoming powerful tools for strategic communication, digital marketing, and social mobilization. The speed at which messages are disseminated and the ability to target specific audiences have made social media an essential field for academic and professional research.

This monograph, titled "Strategies and Narratives in Digital Communication: From Marketing to Social Awareness on Social Media," aims to explore the various strategies and narratives used on social media platforms, covering a broad spectrum that includes digital marketing, social awareness campaigns, as well as the construction of identities and political discourses in the digital environment.