Showing papers on "Branded content published in 2021"
TL;DR: Branded content marketing serves as an ongoing conversation between brands and consumers, and creating value-rich information that breaks through the noise and that can accelerate brand building has been a challenge as discussed by the authors.
Abstract: Branded content marketing serves as an ongoing conversation between brands and consumers Creating value-rich information that breaks through the noise and that can accelerate brand building has be
49 citations
TL;DR: In this paper, the authors examined how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-incitiated digital content marketing (DCM) communications.
Abstract: Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels.,A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels.,This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel.,The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts.,Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty.,This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.
39 citations
TL;DR: Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature as mentioned in this paper, however, the empirical evidence for this is inconclusive, with several studies re...
Abstract: Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies re...
28 citations
TL;DR: The results suggest that branded content experience acts as a driver of consumer engagement with branded content which eventually leads to customers' sense of virtual community.
Abstract: Social media platforms are important channels to create a favourable customer experience. The purpose of this paper is to investigate the types of experiences customers can have with the branded content on social media.,Data were collected from 20 participants using semi-structured interviews. Thematic analysis was used to analyse the qualitative data.,The results identify seven types of branded content experience which are evoked when customers interact with branded content on social media. The results also suggest that branded content experience acts as a driver of consumer engagement with branded content which eventually leads to customers' sense of virtual community.,The findings provide theoretical implications for content creators. Further research should aim at comparing the branded content experience on different social media platforms and across different product categories.,This study contributes to customer engagement and experience literature in social media content by enhancing the understanding of branded content experience concept and its conceptual relationship with customer engagement in the social media context.,The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2019-0333
20 citations
TL;DR: The authors found that disclosure is a double-edged sword, negatively relating to influencer trustworthiness and consumer engagement, while consumers also express appreciation for transparency when influencers disclose posts as advertising, which increases perceived trustworthiness of the influencer and engagement with the post.
19 citations
TL;DR: In this article, the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network was analyzed and the conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and therefore increase the engagement between the brand and followers.
Abstract: Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.
11 citations
TL;DR: In this article, an exploratory-correlational quantitative methodology was chosen to increase the understanding of luxury brands' branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content.
Abstract:
Purpose
This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content.
Design/methodology/approach
This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories.
Findings
The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both “Happiness” and “Health and safety” content.
Originality/value
This study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.
11 citations
TL;DR: In this article, the authors developed a model to analyze the impact of 31 structural, semantic, and morphological content factors over consumer engagement measured by the number of likes and comments on 680 brand posts from 14 Instagram fan pages across ten sectors.
Abstract: Companies use social media to foster ongoing relationships with customers. One specific way companies do this is by fostering brand communities through fan pages on social networking sites. These virtual platforms allow consumers to become brand advocates. It also allows brands to generate and increase direct engagement with consumers, which is a key metric to assess brand performance. However, little is known about how different post criteria influences distinct levels of social media engagement. To explore this further, we developed a model to analyze the impact of 31 structural, semantic, and morphological content factors over consumer engagement, measured by the number of likes and comments on 680 brand posts from 14 Instagram fan pages across ten sectors. The results revealed a solid model, with an explanatory power of 73.1% (R2) for likes and 47.5% (R2) for comments. The results also established how content factors influenced different engagement levels; i.e. videos with sound, carousel posts with multiple photos, and posts with hashtags achieved higher engagement levels in terms of likes. Contrarily, graphics, interactive content that involved voting, contests, and questions reached higher engagement with regard to comments. We contribute to academic and practical research this new model to study and implement social media solutions that improve customer engagement as part of an organizations’ marketing and branding strategies. The limitations of this paper relate to the size of the sample and the scope of the reviewed literature.
10 citations
TL;DR: For decades, product placement and branded content have invaded more entertainment-oriented media forms; today, the rise of brand journalism (i.e., native advertising and content marketing) suggests...
Abstract: For decades, product placement and branded content have invaded more entertainment-oriented media forms; today, the rise of brand journalism (i.e. native advertising and content marketing) suggests...
8 citations
TL;DR: In this paper, the authors explored consumers' motivations for sustainable consumption in the context of branded content marketing by focusing on brand webtoons, which are one of the most commonly used formats of brand content.
Abstract: This study explores consumers’ motivations for sustainable consumption in the context of branded content marketing By focusing on brand webtoons, which are one of the most commonly used formats of branded content, this study investigates the link between consumers’ motivations for using brand webtoons and their continuous use intentions The identified use motives are entertaining information, social conformity, and convenience, and among these three dimensions, entertaining information influences attitude towards brand webtoons and need for self-expression most strongly Consumers’ need for self-expression is found to be a potential predictor of sustainable intention to consume brand webtoons via the mediating role of attitude towards the webtoons The findings from this study fill the literature gap in the context of content marketing by exploring motives for and consequences of consuming brand webtoons, which may, in turn, help in encouraging and reinforcing sustainable use intention for branded content The theoretical and practical implications are discussed
8 citations
TL;DR: In this paper, the authors explore the rise of government-sponsored content, a recent development in the branded content model, in which government agencies assume the role of sponsors of editorial content.
Abstract: This article explores the rise of government-sponsored content, a recent development in the branded content model, in which government agencies assume the role of sponsors of editorial content. The...
TL;DR: In this article, the authors analyze the contents and unconventional advertising narratives of the eight most important women in the world of fashion in Spain and Ecuador in relation to the advertising narratives in the context of fashion.
Abstract: The objective of this article is to analyze the contents and unconventional advertising narratives of the eight most important women in the world of fashion in Spain and Ecuador in relation to the ...
TL;DR: In this article, the authors proposed a conceptualization and operationalization of the "branded content experience" (BCE) on social media and explored several experience dimensions, including self-identity, social bonding, utilitarian, aesthetic, humor, awe-inspiring and discerning.
07 Jan 2021
TL;DR: In this paper, the authors analyze the opportunities for brands to become part of the social change of their time by committing themselves to the important issues of their own time by creating informative, educational or entertainment content at the service of the brand.
Abstract: The advertising practice of Branded Content has gained strength in recent years. The creation of informative, educational or entertainment content, at the service of the brand, presents a real opportunity in the generation of medium and long term connections with the consumer and the viewer. This article analyses the opportunities for brands to become part of the social change of their time by committing themselves to the important issues of their time. An advertising campaign can be transformed into an action that has a real impact on the lives of consumers.
TL;DR: In this paper, the authors discuss the importance of the discipline of entertainment as a means to disrupt conventional brand communication practice, as well as its importance as a way to disrupt traditional brand communication practices.
Abstract: Branded entertainment seemingly holds varied meanings. This is of concern as the discipline is growing in importance as a means to disrupt conventional brand communication practice. One can compare...
TL;DR: The mainstream Spanish media have set up special units to produce branded content as discussed by the authors, which are used in the news industry to explore new sources of revenue, such as digital advertising and social media.
Abstract: Profound upheavals and the search for a viable business model have led the news industry to explore new sources of revenue. The mainstream Spanish media have set up special units to produce branded...
TL;DR: In the last decade, top media organizations have restructured their newsrooms and created branded content teams, or studios, devoted entirely to the production of new native advertising formats.
Abstract: Over the last decade, top media organizations have restructured their newsrooms and created branded content teams, or studios, devoted entirely to the production of new native advertising formats i...
TL;DR: The results reveal that virtual reality (VR) is an attractive format for disseminating cultural news because it enhances the immersive experience of the user; yet approximately only 20% of VR is used to provide information about branded content.
Abstract: The aim of this research is to analyze the use of immersive and brand journalism in the information published by RTVE Lab. The case study method has been used, which combines both qualitative and quantitative techniques. The results reveal that virtual reality (VR) is an attractive format for disseminating cultural news because it enhances the immersive experience of the user; yet approximately only 20% of VR is used to provide information about branded content.
TL;DR: In this article, the authors define sponsored editorial content as material with similar qualities and format to content that is typically published on a platform or by a content provider, but which is paid for by a third party.
Abstract: Sponsored editorial content is material with similar qualities and format to content that is typically published on a platform or by a content provider, but which is paid for by a third party. The ...
01 Jan 2021
TL;DR: In this article, the authors consider the media coverage provided by two digital platforms, Artsy and Artnet, which merge two activities traditionally kept apart in the visual art world: selling works of art and writing about them.
Abstract: This chapter considers the media coverage provided by two digital platforms, Artsy and Artnet, which merge two activities traditionally kept apart in the visual art world: selling works of art and writing about them. This model raises questions about the independence of such media production vis-a-vis the market and the professional positions of writers. By comparing the new model to the classical conceptualization of art criticism, the chapter shows how this media production differs from the traditional art magazine. Indeed, art critics have been conceived as key agents in the process of legitimizing art, as they elaborate aesthetic arguments that contribute to establish its artistic and economic value. The chapter provides a detailed analysis of media content produced by Artsy and Artnet that demonstrates their lack of engagement in such aesthetic discussions. They rather favor the topicality of an artistic production as the main criterion guiding their editorial program. Ultimately, this new model corresponds to the introduction of branded content in the visual art world. Branded content is designed here to educate the public, since the expansion of the art market is foreseeable only if prospective customers have the knowledge required to appreciate the artistic and economic value of pieces.
TL;DR: The most significant driving enablers for the system suggest efficient measurement and evaluation strategies and the customer as co-creator for the branded content.
TL;DR: In this article, the authors sought to answer research questions regarding investigated branded content generated by players in simulation video games, how does the process work in video games? What are the characteristics of branded user-generated content in games? To what extent players are willing to participate in branded content creation?
Abstract: Purpose: The article sought to answer research questions regarding investigated branded content generated by players in simulation video games. How does the process work in video games? What are the characteristics of branded user-generated content in video games? To what extent players are willing to participate in branded content creation?
18 Jun 2021
TL;DR: In this article, the authors perform a critical examination of the UFC's branding during the COVID-19 pandemic, revealing how the company has adopted an identity of heroic dominance and defiance, built from a cognitively biased and framed suggestive notion which the UFC uses to market themselves as the lone organization fearless enough to "conquer" COVID19 through the continuation of live events and overcoming obstacles posed by government regulation and media criticism.
Abstract: Using three highly visible promotional videos from the Ultimate Fighting Championship (UFC), we perform a critical examination of the UFC’s branding during the COVID-19 pandemic. The first is a recorded endorsement from President Donald Trump, the second introduces the origin of an international pay-per-view series called “Fight Island” and the third is an end of year retrospective of the UFC’s performance in 2020. Employing content analysis grounded in brand psychology and narrative persuasion, we deconstruct the visual communication and story-based elements within this advertising to reveal how the company has adopted an identity of heroic dominance and defiance. This persona is built from a cognitively biased and framed suggestive notion which the UFC uses to market themselves as the lone organization fearless enough to “conquer” COVID-19 through the continuation of live events and overcoming obstacles posed by government regulation and media criticism. Ultimately, we find three dominant narratives actively established from this identity and heavily employed in their subsequent branded content: “Sport Must Go On,” “Unstoppable Force,” and “World Gone Crazy.” We conclude by arguing that the UFC’s branding reifies the tenuous social and political position the young sport occupies by marketing the combat sports company as different than other mainstream sport leagues, through repeated celebration of the Dana White (President of the UFC) as a heroic figure, by their disavowal of caution in the face of a pandemic, and in portrayal of the mainstream media as a jealous enemy.
23 Jun 2021
TL;DR: In this article, the presence of different brands in the game NBA2K18, along with its different formats was analyzed, showing that brands have managed to be part of the narrative in the players' self-realization process.
Abstract: Over the past several years, brands have entered the world of video games as part of their branded content strategy. There are two types of video game advertising: advergaming and in-game advertising. The aim of the study was to analyze how is the presence of different brands in the game NBA2K18, along with its different formats. NBA2K18 is a series of basketball video games developed by Sega Dreamcast. This study is positioned in the interpretative paradigm with a qualitative methodology. For data collection, the technique used was the participatory observation. As a result, it was evidence that the different participating brands in NBA2K18 have mimicked with the game storytelling in the players' self-realization process. They have applied both dynamic and static in-game advertising formats throughout the game. Brands have managed to be part of the narrative; this result would have been completely different if they had created a game from scratch as proposed by the advergaming model.
Journal Article•
22 Sep 2021
TL;DR: In this article, the authors conducted qualitative interviews with a qualified sample of branded content managers from the main Spanish media to determine the main characteristics of the native advertising demanded by advertisers, finding that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands.
Abstract: Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now.
01 Sep 2021
TL;DR: In this paper, the authors analyze the podcast as a branded content tool for luxury fashion brands and analyze the impact of time, evolution and technology on the communication strategies for luxury brands.
Abstract: Luxury brands position themselves on creating offers through opening their world to their consumer, where exclusivity and prestige go hand in hand. This positioning is frequently supported by substantial brand heritage which is linked to history and the past. However, time changes and with time, evolution and technology have become new factors to take into account in order to establish the communication strategies for luxury brands. Communications moves fast, and the luxury brands have in the past had difficulties in embracing changes and adapting to new formats. Therefore, the purpose of this paper is to analyze the podcast as a branded content tool for luxury fashion brands.