Moots – Exploring hyperpersonal Brand-Human Resonances in Social Cyberspace
How can communicational interactions between brands and humans in social cyberspace be decoded to make sense of their hyperpersonal relationships in the digital realm?
As we approach the great decentralisation, we are witnessing a fundamental shift in the relationship between humans and brands in social cyberspace. Brands are manifesting as social entities interacting with humans in the digital realm. Driven by our post-pandemic desire for affiliation, those interactions have been moving to an increasingly emotional and intimate level, and at the same time, we humans are discovering newly emerging ways to capitalise upon our time and attention. A hybrid netnographic trend study is analysing and decoding over one thousand conversational interactions between humans and brands in the digital realm. The diffusion of a social minefield provides glimpses into the desires and fears of our hyperconnected society while guiding brands into the next era of social cyberspace.
