Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

Author : Blanca Miguelez-Juan,Gema Bonales-Daimiel

Hardback

Published : Tuesday 31 January 2023

ISBN : 9781668439715

Price : €341.64

Description

Provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. The book reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term.

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