摘要：The article seeks to reflect on how the variety of media and mediations (especially mobile media) brought new possibilities for interaction between organizations and their stakeholders, in particular the end customers. By extending the touchpoints between the subjects and the brands, the presence and the almost constant use of digital media end up demanding that organizational communication starts thinking and proposing new strategies to approach and relate with stakeholders. Some initiatives will be presented and discussed here and based upon the reflections brought by mediatization e mobility theories.
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