Abstract
ABSTRACT Modern day branded content generates engagement with users and this participation is taking place on social networks. This article uses methodological triangulation to analyze how the most popular Spanish sex shops manage branded content on Instagram, and how much importance do they give to sexual education in their communication. It is important to analyze this phenomenon in Spain where the values of Francoist dictatorship still persist in certain sectors of society. The results demonstrate that sex shops opt for a communicative model in which the product is relegated to the background, while the dissemination of content on sexual education constitutes the essential element of the branded content.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
