An ecological definition of ambient communication: A discursive conceptualization

Abstract

Ambient communication (AC) is currently a widespread consolidated brand practice at the international level. However, a clear understanding of its conceptual boundaries is still missing, which may better orient branding strategies. Our study is aimed at providing a comprehensive picture of AC, attempting to cast light on its distinctive conceptual dimensions. The study is designed according to a focused ethnography approach based on 15 in-depth interviews with a purposive sample of agency professionals. Transcripts were analysed following a discursive technique that systematically explores the ways in which the interviewees conceived of and articulated the concept of AC. Findings show that, although explicitly recognized as a central element in branding strategies, AC is ambivalently represented by advertising professionals, which uncovered a fragile perception of its implicit value. This reveals a limited unfolding of its potential, which is due to a lack of adequate conceptualization that has thwarted the development of strategic guidelines on how to conceive of, approach, and appraise this type of communication. Moreover, this shows a lack of maturity on the part of agency professionals who are still in need of proving themselves in the eyes of their clients as strategic partners. This proves to be detrimental to the potential expression of AC. Based on our evidence, we put forth a conceptualization that views AC as a relational hub, which can trigger multiple patterns of interaction dynamics according to a fuzzy network-based logic. This conception points to AC as a media-neutral communication form, which is inherently and practically lived and experienced by consumers, encapsulating and activating different interaction modes.

Keywords::

• ambient communication
• unconventional communication
• consumer-brand relationships
• guerrilla marketing
• street marketing

Notes

^1. Email: [email protected]

^2. Email: [email protected]

Additional information

Notes on contributors

Silvia Biraghi

Silvia Biraghi, Ph.D., is Postdoc Research Fellow at the Università Cattolica del Sacro Cuore (Milan, Italy) and Research Associate at LABCOM (Research Lab on Business Communication). In 2012 she was visiting scholar at Boston University Department of Mass Communication, Advertising and Public Relations (Boston, MA), and in 2013 at the Medill School, Northwestern University. She teaches consumer–brand relationships and brand communications. Her current research topics include consumer–brand relationships, consumer–brand engagement, and unconventional brand communication.

Rossella C. Gambetti

Rossella C. Gambetti, Ph.D., is Assistant Professor of Management Sciences at the Università Cattolica del Sacro Cuore, where she teaches Corporate and Marketing Communication, and she coordinates the International Postgraduate Master in Corporate Communication. Her current research topics include consumer–brand engagement, unconventional brand communications, and branding strategies. She has published in California Management Review, Health Risk & Society, International Journal of Market Research, Marketing Theory, and Journal of Marketing Communications.

Guendalina Graffigna

Guendalina Graffigna is Assistant Professor of Organizational and Consumer Psychology at the Università Cattolica del Sacro Cuore, where she received a Ph.D. in Social Psychology. She teaches ‘Qualitative Methodology’ and is didactic coordinator for the Master in ‘Qualitative Methods applied to Social and Marketing Research’. She was a Post Doc fellow (2007–2008) and sectional lecturer in Qualitative Methods (2008–2009) at the International Institute for Qualitative Methodology, University of Alberta. She also works as qualitative research manager at GfK-Eurisko.