ARCHETYPES AND BRAND COMMUNICATION IN DIGITAL CULTURE: AN INTEGRATIVE REVIEW
DOI:
https://doi.org/10.48090/ciki.v%25vi%25i.1556Keywords:
Archetypes, Brand communication, Digital culture, InnovationAbstract
The objective of this article aims to identify how the relationship between archetypes occurs in brand communication to expand knowledge as a stimulus to innovation in the context of digital culture. The methodology is an integrative review with a qualitative approach that proposes an in-depth analysis of the role of archetypes in brand communication, exploring how this approach can be strategic for disseminating knowledge and stimulating innovation, bringing benefits. The application of archetypes on various brand communication platforms is investigated, analyzing associated perspectives and strategies. As main results, a descriptive table is presented with the definitions, identified benefits and main results found in the studies. It therefore offers an in-depth insight for researchers, marketers and strategists interested in optimizing the use of archetypes as a driving tool to catalyze innovation and effective transmission of knowledge in the context of digital culture.
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