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Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape (Advances In Marketing, Customer Relationship Management, And E-Services)

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Product Details

Author:: Blanca Miguélez-Juan, Gema Bonales-Daimiel
Publisher:: Igi Global
Publication Date:: Jan 09, 2023
Number of pages:: 441 pages
Language:: English
Binding:: Hardcover
ISBN-10:: 1668439719
ISBN-13:: 9781668439715

Overview

This book provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement by reviewing different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term--