Hardy, Jonathan (2020) Branded content: practices and governance. In: Innovation in Advertising and Branding Communication. Routledge, Abingdon, Oxon. ISBN 9780367443641
Type of Research: | Book Section |
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Creators: | Hardy, Jonathan |
Description: | This chapter examines the forms, evolution and implications of branded content practices, ranging from brands’ own media to sponsored content and programmatic native advertising. The ways in which marketers are adopting branded content is explored in the context of the ongoing convergence of paid, owned, earned and shared media. How branded content is developing in different national and regional contexts is influenced by formal regulations and by the cultures and practices of media and marketing practitioners and users alike. Following a mapping and analysis of practices, the chapter discusses how analysis of branded content governance can advance media and marketing industries research. Such governance arrangements range across formal laws and rules to various kinds of self-regulation, 'norm entrepreneurship', and more 'liquid' organisational arrangements, identities and practices. |
Official Website: | https://www.routledge.com/Innovation-in-Advertising-and-Branding-Communication/Mas-Manchon/p/book/9780367443641 |
Keywords/subjects not otherwise listed: | Branded Content Research Hub |
Publisher/Broadcaster/Company: | Routledge |
Your affiliations with UAL: | Colleges > London College of Communication |
Date: | 8 October 2020 |
Date Deposited: | 17 Jun 2021 14:15 |
Last Modified: | 08 Apr 2022 00:38 |
Item ID: | 16973 |
URI: | https://ualresearchonline.arts.ac.uk/id/eprint/16973 |
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