“…The diffusion of digital technologies has unlocked enormous opportunities for strengthening relations and deeply mining markets in terms of new ways to achieve segmentation and online targeting (Kotler et al, 2016;Müller et al, 2018;Urban, 2003); new opportunities for defining offers and improving customer management systems (James et al, 2017); the development of new marketing and communication models (wiki, social networks, blogs and corporate blogs, e-commerce), created through the combined use of tools such as the internet, mobile devices and digital TV (Nguyen and Simkin, 2017;Taylor et al, 2018;Sestino et al, 2020). In the past, strategic approaches moved from traditional media-based unidirectional messages and transmission of mono-medial analogical content to unidirectional communication flows (top-down), by which contents are processed upstream by marketer broadcasters (Girchenko and Ovsiannikova, 2016;Xu et al, 2016). Nowadays, the digital nature of online messages makes them editable and customisable, involving radical changes in the communication flow and information diffusion (Mulhern, 2009).…”