Branded Entertainment: Entertainment content as marketing communication tool. A study of its current situation in Spain

Moyano, J de Aguilera; González, Miguel Baños; Perdiguero, J Ramírez

doi:10.4185/rlcs-2015-1057en

Cited by 10 publications

(8 citation statements)

References 3 publications

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“…Entertainment plays the main role in this purpose through social media. According to De Aguilera-Moyano et al, (2015), brand entertainment created the highest potential instrument, which is an effective message for producing entertainment content.…”

Section: Literature Review Social Media Marketing Activitiesmentioning

confidence: 99%

Marketing Activities among Social Media Users in Cambodia: Mixed Method Research

2023

FWU Journal

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Cambodian people generally use social media sites before using Google to find information. It is commonly assumed that social media is a place for first impressions and where businesses must present their products and services. This study used an explanatory sequential mixed method with a follow-up explanation design to evaluate the construct validity of social media marketing activities (SMMAs) with empirical data and developed assessment criteria for SMMAs. The quantitative samples were chosen using the stratified sampling technique, whereas the qualitative participants were chosen using the purposive sampling technique. The quantitative data were gathered from 500 Cambodian social media users via Google Forms, whereas the qualitative data were collected from seven experts via an online interview. Descriptive statistics, confirmatory factor analyses (CFA), and content analysis were used to examine and test the research hypotheses. Subsequently, the key results were endorsed using a mixed method. The results uphold the research hypotheses at the statistical level p < .01. CFA with the goodness of fit indices confirmed the construct validity. The findings revealed SMMAs assessment criteria in five components and 27 indicators, including perceived risk, trendiness, interaction, customization, and entertainment, respectively. The quantitative and qualitative research findings of the assessment criterion of SMMAs in Cambodia, which were approved by the follow-up explanation design, complement each other.

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Section: Literature Review Social Media Marketing Activitiesmentioning

confidence: 99%

Marketing Activities among Social Media Users in Cambodia: Mixed Method Research

2023

FWU Journal

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“…Balasubramanian (1994) defined hybrid messages as ‘as any paid attempt to influence an audience with a commercial goal, by using communications with non-commercial appearance’. The advantage of such messages is that consumers consume such content with more attention and responsiveness as they have chosen to engage with the content (de Aguilera Moyano et al, 2015). However, BC can be educational, entertaining and informational (de Aguilera Moyano et al, 2015), having a similar dimension of advertising value as suggested by Ducoffe (1995).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The advantage of such messages is that consumers consume such content with more attention and responsiveness as they have chosen to engage with the content (de Aguilera Moyano et al, 2015). However, BC can be educational, entertaining and informational (de Aguilera Moyano et al, 2015), having a similar dimension of advertising value as suggested by Ducoffe (1995). Ducoffe (1995) posited that consumers’ value advertising, which is perceived as credible messages (CR), entertaining (ENT) or informative (INF).…”

Section: Literature Reviewmentioning

confidence: 99%

Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship

Bezbaruah

Trivedi

2020

Vision

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The emergence of ad blocking phenomenon is a contemporary threat of today. It has series damaging consequences for the brands and advertisers. Advertisers are constantly looking for communication formats that are engaging to the consumers, specially to Gen Z consumers as they are a major cohort in the internet. Branded content videos are perceived an apt form of communication to reach this generation. This article observes the effect of branded content videos (BCVs) on Gen Z’s attitude towards the brand (AB), further leading to purchase intention (PI) and resilience towards the negative information (RNI) for the advertised product. The moderating role of celebrity endorsement (CE) between the BCV and brand attitude is also observed. Descriptive research design was employed to conduct the study. A structured questionnaire was created and administered on social media platform, Facebook, from where 470 responses were received. Cronbach’s alpha, exploratory and confirmatory factor analysis, structural equation modelling and hierarchical regression analysis were executed to conduct the data analysis. The results establish that informative BCVs have a more significant effect on brand attitude which further results into purchase intensions and RNI about the marketed product among consumers. It was also observed that CEs do not moderate the relationship between BCVs and brand attitude.

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“…Previous studies mainly considered executional characteristics when examining the recall and recognition of placed brands. However, audience emotional experiences may have an impact on their cognitive perceptions and memory (de Aguilera-Moyano et al , 2015; Hudson and Hudson, 2006). The dimensional emotional theory (Lang, 1979) defines emotion in terms of arousal, valence and dominance, which has a significant impact on cognitive memory (Berger, 2012; Lang and Dhillon, 1995; Moorman et al , 2007).…”

Section: Theoretical Framework and Hypothesis Developmentmentioning

confidence: 99%

“…The existing literature suggests that audiences’ emotional experiences may have an impact on their cognitive perceptions and memory (de Aguilera-Moyano et al , 2015; Hudson and Hudson, 2006). Nevertheless, previous studies on product placement have mainly focused on the effects of executional characteristics on brand recall and recognition.…”

Section: Introductionmentioning

confidence: 99%

The interaction effect of placement characteristics and emotional experiences on consumers’ brand recognition

Si-gen

Chan

2019

APJML

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Purpose The purpose of this paper is to investigate the interaction effect of placement characteristics and emotional experiences on consumers’ recognition of placed brands. Brand recognition is a fundamental step in the consumer’s decision-making journey. Design/methodology/approach The authors developed a research model based on emotional process theory and cognitive capacity theory incorporating placement characteristics, emotional experiences and brand recognition. An experimental study of 110 young Chinese consumers was conducted to test the research model. Findings The findings indicated that all three placement characteristics (prominence, serial positions and plot connection) had significant effects on brand recognition, as suggested in previous research. The effect of emotional experiences on brand recognition was comparatively less prominent. Placement characteristics and emotional experiences also interacted to influence the recognition of placed brands. Originality/value This study shows the role of emotional experiences and their interaction with placement characteristics on brand recognition, which has yet to be examined. The conceptual model contributes to the product placement literature by suggesting that both cognitive and emotional processing are important for brand recognition. The findings provide useful insights for marketers in designing effective product placement strategies.

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Branded Entertainment: Entertainment content as marketing communication tool. A study of its current situation in Spain

Cited by 10 publications

References 3 publications

Marketing Activities among Social Media Users in Cambodia: Mixed Method Research

Marketing Activities among Social Media Users in Cambodia: Mixed Method Research

Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship

The interaction effect of placement characteristics and emotional experiences on consumers’ brand recognition

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