Integrated Communication Campaigns in the Paradigm of Internet of Things

Student: Nemchenko Mariia

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2017

The present paper investigates main characteristics related to brand’s communication model design in the context of the Internet of Things. The research is guided by Actor-Network theory, used for defining the communicative role of the “smart” objects within the Internet of Things. Additionally, the study moves a step further by seeking to understand how IoT communicative models enables brands to establish proper relationships with their target audiences and provides mindset shift from promoting products to creating phydigital experiences.

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