A Study on the Branded Content as Marketing Communication Media in the Viewpoint of Relational Perspective

A Study on the Branded Content as Marketing Communication Media in the Viewpoint of Relational Perspective

This article examines the growth of branded content as marketing communication media in the viewpoint of relational perspective - the recent major trend of marketing communication. It first examines the concept and scope of branded content, and the effect and potential growth of it as marketing comm...

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Veröffentlicht in:Indian journal of science and technology 2015-03, Vol.8 (S5), p.116-116
1. Verfasser: Choi, Min-Wook
Format: Artikel
Sprache:eng
Schlagworte:
Consumption
Marketing
Media
Trends
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container_title Indian journal of science and technology
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creator Choi, Min-Wook
description This article examines the growth of branded content as marketing communication media in the viewpoint of relational perspective - the recent major trend of marketing communication. It first examines the concept and scope of branded content, and the effect and potential growth of it as marketing communication media, and examines the background of growing interest about relational perspective and the importance of relational perspective in today marketing communication environment. Then, it investigates the mechanisms such as what kind of connection is there between branded content and relational perspective, and how can the relationship with consumer be formed and enhanced through branded content.
doi_str_mv 10.17485/ijst/2015/v8iS5/61606
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subjects Consumption
Marketing
Media
Trends
title A Study on the Branded Content as Marketing Communication Media in the Viewpoint of Relational Perspective
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