Sources of Uncertainty and Application of Iterative Approach in Interactive Communication Campaigns (research and practice)
https://doi.org/10.21453/2311-3065-2020-8-4-172-179
Abstract
The paper follows the author’s previous publication on users’ engagement in the process of interactive campaigns and is aimed at developing an interdisciplinary analysis of interactive communication. The work was inspired by the search for the factors that affect the potential of communication to further development in digital environment (self-reproduction) and possible changes in user perception of content in subsequent iterations. The implementation communication campaigns online, i.e. in an interactive form, predetermines a number of issues in managing digital campaigns, and, at the same time, a significant potential, the adequate use of which is limited by certain gaps in understanding of the processes. In this paper, the author (1) attempts to systematize the sources of uncertainty and following issues for studying and managing the process of interactive online communication and (2) provides the rationale for the use of an iterative approach in the management of interactive online communication.
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Review
For citations:
Kirillina N.V. Sources of Uncertainty and Application of Iterative Approach in Interactive Communication Campaigns (research and practice). Communicology. 2020;8(4):172-179. (In Russ.) https://doi.org/10.21453/2311-3065-2020-8-4-172-179
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