Branded Content Research Articles

Transparency, disclosure and autonomy: Moral judgment and attitudes toward branded content among media workers

This study extends the media sociology literature on moral judgment by comparing moral orientations among journalists and non-journalistic media professionals as well as attitudinal differences regarding branded content and related perceptions of transparency, disclosure standards, and perceived job autonomy. Based on a survey sample of the Online News Association membership ( n = 226), journalists placed greater emphasis on organizational disclosure standards than non-journalist counterparts, and branded-content producers had less favorable attitudes toward disclosure. Also, perceived disclosure standards of their organizations negatively predicted individuals’ disclosure attitude. Regression modeling showed morally related variables accounted for a small but notable variance in disclosure-related attitudes.

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in Southwest, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behaviour and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organizations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

The brand behind the curtain: decoupling, recoupling and moral conflict in social media

Purpose Social media platforms have matured into significant arenas for moral conflict and often intense confrontation between brands and their consumers. This research aims to scrutinize the strategic development of a fresh brand entity deliberately detached from its morally compromised corporate parent, intended to reshape public perceptions and elude regulatory scrutiny. Design/methodology/approach Promoted as a center for transformative dialogue and innovation, Mission Winnow by Philip Morris is a novel example of a brand creating an entirely separate brand entity to provide sponsorship, and to associate itself with new brand values. This study employs a multisited netnography through which the posts and conversations on Mission Winnow’s platform and website hub are captured and interpreted, as well as the branded content and the free flows of consumers’ conversations generated around the brand on social media. Findings Findings reveal a broad interchange of moral controversy, acceptance and opposition discourses on social media. When consumers’ acceptance narratives gain traction, consumers extend their support toward the new brand entity, employing strategies that echo moral rationalization and decoupling. When resistance narratives dominate, consumers consciously draw connections between the decoupled brand and the parent brand’s immoral behavior. Originality/value This study expands upon prior research into brand activism and consumers’ moral reasoning toward controversial brands, linking the notion of brand decoupling to brand activism discourse and introducing key underexplored aspects like the power of imagery, linguistic creativity and nostalgia. Moreover, it presents significant implications for a more nuanced understanding of the important interrelationship of brand decoupling and recoupling on social media.

Формирование национального бренда России в контексте соответствия его структурных элементов социально-экономической стратегии развития страны

The authors see the relevance of the research topic in the following: geopolitical events have led to the fact that in the eyes of the world community, Russia's national brand has lost its stability, the country's image has significantly decreased, and the attitude towards Russians from the same ordinary citizens of some countries has worsened. Research shows that all this is predetermined by the high level of subjectivity of the information that people around the world receive regarding Russia's actions and motives in recent years. Therefore, the tasks of improving Russia's media communication policy on the territory of other states, positioning the socio-economic vectors of the country's development through the prism of national branding come to the fore. In this regard, the authors have set and solved the following tasks: 1) identify the structure and content of the national brand of Russia; 2) determine the elemental composition of the mechanism for the formation and promotion of the national brand in the changing geopolitical reality. The results of the study are that: 1) the structure of the national brand has been identified, which is multi-dimensional and multicomponent, but its key element is the media culture of Russian and Western media, other media that broadcast a consistent image of Russia and form public opinion regarding the key elements of the national brand, which makes it possible to position the country on the world stage, demonstrate political, economic and image advantages; 2) the elemental composition of the mechanism for the formation of the national brand of Russia has been determined, which includes: a number of indicators – cultural, social, political, conjunctural and economic, values of patriotism, trust in government and its legitimacy, social capital, communicative capital, semantic integrity, which allows launching state programs aimed at ensuring the operation of the mechanism and creating prerequisites sustainability and global positioning of the national brand of Russia. Thus, it seems possible to state that a national brand is not only a semantic reflection of the national code and identity, but also the basis for representing the socio-economic priorities and directions of the country's strategic development in the geopolitical space.

Customer Engagement Through Transformational Campaigns: A Netnographic Exploration on the Storytelling Power of ‘Jaago Re’

Storytelling is a strategic marketing tool for building customer engagement by anecdotally structuring branded content to grab their attention. The present study renders a scholarly narrative of a transformational ad campaign and its resultant customer engagement on social media. The study follows a netnographic approach, using a qualitative triangulation method to observe the engagement around this campaign. Data are collected from online platforms, namely, Facebook, Instagram and Twitter. The study identifies the sentiments of customer engagement in the campaign. Furthermore, a semiotic analysis has appraised the storytelling elements in the campaign videos. The findings suggest that storytelling can effectively connect with audiences and drive home critical messages by using narratives and emotional elements. The findings have implications for marketing professionals who want to understand the impact of storytelling on transformational advertising campaigns.

엑스포 마스코트와 아이덴티티 디자인의 통합적 브랜드 개발 연구

The Expo can be said to be the world's largest public exposition that displays and exchanges culture and technology of each country, and as a host country, it is an opportunity to expect economic development and revitalization of the country and development of each region. . Accordingly, the branding of the Expo as a host city and even of a national brand has become important, and the planning and production of branded content appropriate for this has been recognized as an important element in delivering and communicating the Expo. This study focused on analyzing the mascot and identity that make up the brand of this expo through the following steps. First, through theoretical consideration, we looked at the importance of mascots and their functions and roles at the Expo. Second, we looked at the themes of each expo held since 2012, as well as cases of identity and mascots, and analyzed the current status of their symbolic forms and elements. Third, a survey and analysis were conducted on the recognition and relevance of the identity and mascot image based on the theme of each expo. Lastly, based on the results of the above analysis and survey, an integrated expo brand development plan was presented to improve the expo image. In other words, through this study, we aim to present elements and methodologies that can achieve integrated development at the brand level in the correlation between the expo's mascot and identity, which are increasingly becoming more important through their diversified roles.

Figurative language effect on consumer engagement: an empirical investigation for Turkish airline industry

Increasing consumer engagement (CE) on social networks is one of marketing problems that brands face in today’s competitive environment. Although prior studies on this concept suggested that content strategies have essential role in improving CE, little is known about figurative language effect. Thus, a novel model and research design to examine how the use of figurative language influence CE behavior on Facebook were proposed. Drawing on Encoding/Decoding Model and brand-consumer communication studies, the 1687 brand posts of Turkish airline Facebook pages with Multiple Linear Regression (MLR) models were analyzed. The findings indicate that several types of figurative languages (idioms, personifications, and similes) are related to the various CE levels (likes, shares, and comments). The findings of this study give tips for understanding the role of figurative language, reshaping engagement level, and redesigning branded content in marketing communication practices on social networks. The experimental model that provides some clues to reconsider online communication strategies across CE based on figurative language is presented.

Fanfiction: When Copyright Violation Benefits Brands

We investigate fanfiction (i.e., original fiction adopting elements of pre-existing media), as a copyright-violating phenomenon and show it can benefit brands. Our work first identifies two benefits of fanfiction: 1) reading fanfiction increases purchase intent for brand content, 2) and fanfiction production rates can be used to generate more accurate estimates of next-week TV viewership. Next, we identify that brands can grow their fanfiction communities by waiving copyright protection, thus removing a barrier to publication faced by many fanfiction authors. We demonstrate these results using two real-world datasets representing billions of words of fanfiction content, and one lab study (N=600).

What Makes an Influencer? Comparing U.S. and Chinese Millennial Perceptions of Brand Communication from the Most-Followed Influencers on TikTok and Douyin

ABSTRACT Millennials have become the most sought-after generation for online brand communications, which have leveraged social media influencers (SMI) as spokespeople. As communication becomes more instantaneous and global, we examine how SMIs function in two different cultures: the United States and China. Specifically, we use mixed methods to examine the content, source, and user motivations from the top 5 most-followed SMIs on TikTok and Douyin, adding to the literature on these increasingly relevant platforms. We find that SMIs incorporate brand content with personal content, and Douyin SMIs seem to have more brand communication on their pages. Additionally, through interviews with millennial-age followers, we find that SMIs have strong influence over purchasing behavior of millennials in both countries, motivating impulse buying behavior. Douyin users are drawn to live streaming and attractive visuals while TikTok users seek information and entertainment. Implications for brand communication with SMIs across cultures is discussed.

Exploring the effectiveness of digital manipulation disclosures for Instagram posts on source credibility and authenticity of social media influencers

There is an ongoing discussion on the necessity of implementing disclosures for digitally manipulated pictures within the branded content of social media influencers (SMIs). To address this, we conducted two online survey-based between-subjects experiments to assess the effectiveness of digital manipulation disclosures used on Instagram by an SMI. In the first study (N = 99), we examined how a visual prominent disclosure placed directly on the sponsored posts of an SMI, mediated by the recognition of digital manipulation and the perceived authenticity of the SMI, influenced participants’ intentions toward the SMI, their brand attitude, and their likelihood in engaging in electronic Word-of-Mouth. In the second study (N = 155), we manipulated three conditions: the absence of digital manipulation, the presence of digital manipulation without disclosure, and the presence of digital manipulation with disclosure. We investigated the effects of digital manipulation on the perceived credibility of the SMI and on brand related factors, mediated by the recognition of digital manipulation. Moreover, we explored the moderating effects of product involvement on the relationship between digital manipulation recognition and source credibility. Recognizing digital manipulation has no effects on the perceived authenticity of the SMI. Among social media users with high levels of product involvement who can recognize the digital manipulation, the perceived credibility of the SMI tends to be lower. The research holds both theoretical and practical implications for the field of influencer marketing and disclosure practices.

Sexual-affective education on Instagram: branded content in Spanish sex shops

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.

Mapping content-driven engagement and attitudinal spillover effect of influencer marketing

PurposeThis study analyzes the indirect (i.e. through brand content engagement-BCE) and direct effects of informative, credible, novel, and aesthetically pleasing attributes of influencer-generated branded content on endorsed brand-related attitude and a subsequent attitudinal spillover effect on the followers' firm-generated endorsed brand-related ad click behavior.Design/methodology/approachData for this study were collected from 300 users who follow the top 40 Pakistani social media macro-influencers using an online survey. The conceptual model and hypotheses were tested through process macro and structural equation modeling.FindingsThis study finds informative, credible, novel, and aesthetically pleasing factors vital attributes of influencer-generated branded content, which indirectly (i.e. via BCE) and directly affects followers’ endorsed brand-related attitude. This study also finds that these factors have a positive attitudinal spillover effect on followers’ firm-generated endorsed brand-related ad-click behavior on social media.Practical implicationsThis study presents guidelines to firms and their partner influencers about designing and implementing follower-valued content-driven influencer marketing campaigns.Originality/valueThis study contributes to extant influencer marketing literature by integrating multiple attributes of influencer-generated branded content, which carry different values for followers, and using the Self-perception theory, the Multi-attribute attitude model, and the Spillover theory to explain their indirect and direct effects on endorsed brand-related attitude and a subsequent attitudinal spillover effect on firm-generated endorsed brand-related ads.

The audiovisual distribution of branded content through YouTube

YouTube es una de las principales plataformas de generación de contenido audiovisual. Así, las marcas aprovechan su potencial para la distribución de proyectos de branded content. El presente trabajo aborda el caso de ‘Aprendemos juntos´ de BBVA, cuyo canal de YouTube cuenta con más de cuatro millones de suscriptores. La investigación pretende caracterizar el modelo de distribución y diseccionar el contenido para conocer sus claves, ahondando en los pilares del branded content. Para ello, se ha diseñado una metodología fundamentada en el análisis cuantitativo de los vídeos del canal entre 2019 y 2023, así como un análisis de contenido de las piezas más relevantes.

Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness

Many momfluencers heavily feature their children on their social media profiles, often in an attempt to increase promotional success. Contrary to our assumptions and those from prior research, the results of our three experimental studies with mothers show that including a child in sponsored momfluencer content does not directly boost social and advertising potential. The first study (N = 154) indicates that child presence (versus absence) does not contribute to higher audience engagement, advertising value, or advertising effectiveness. The second study (N = 144) reveals similar direct results, but also shows that branded content featuring a child is perceived as cuter, positively impacting engagement and advertising outcomes. Notably, authenticity did not drive any effects. The third study (N = 170) aligns with these results and adds that child presence also heightens privacy awareness, which triggers moral advertising literacy and, in turn, negatively affects engagement and advertising outcomes. Considering that child presence in sponsored content does not yield differences in advertising impact, this article highlights the importance of prioritizing the protection of children’s privacy.

Jornalismo de marca: credibilidade à custa de estratégias discursivas da informação

This text proposes to discuss brand journalism as a discursive strategy non-journalistic organizations use in search of credibility and legitimacy. For this, it maps out branded content productions that appropriate the ways of doing and the ways of saying of the journalistic field. Combining studies of journalism and organizational communication, this study considers the notions of newsworthiness, brand journalism, brand, and credibility. This theoretical-empirical study analyzes and describes the discursive strategies of journalistic information on the InfoMoney website.

A Study Analyzing Instagram Reels as a Powerful Marketing tool

Within the dynamic realm of digital marketing, Instagram Reels have become a potent instrument for brands to enthral viewers and accomplish their goals. In order to better understand how effective Instagram Reels are as a marketing tool, this study looks at how much they can raise brand exposure, engagement, and eventually conversions.…….. . . . The study examines the salient characteristics of Reels that enhance its marketing efficacy, such as its focus on concise and captivating video content and the extensive user base of the platform. This study explores how organizations might use interactive components included in Reels, including as polls and quizzes, to encourage audience engagement and motivate desired behaviours. Additionally, the study investigates Reels' potential for organic reach by looking at how the algorithm gives interesting Reels priority and exposes them to a larger audience. The study also examines the effects of sponsored Reels and branded content on brand integration inside the Reels format, acknowledging the growing trend in these areas. , By breaking down these components, the study hopes to offer insightful information about how companies may use Instagram Reels as a potent marketing tool to engage with their target demographic, foster brand loyalty, and succeed in the cutthroat world of digital marketing. Keywords: Instagram reels, Marketing, Consumer Behaviour, Instagram, Short Videos.

The impact of augmented reality on consumer behavior: a focus on value development, leading to brand engagement and purchase intention

PurposeThis study investigates the impact of augmented reality (AR) on consumers’ shopping process, focusing on value creation, brand engagement and purchasing intents.Design/methodology/approachThis quantitative deductive study analyzed 393 questionnaires through non-probability sampling. A cross-sectional timeframe was applied; data collection took place in May 2023 to provide a snapshot of Egyptian consumers’ responses to AR. Once the needed data were collected, statistical analyses were conducted through the statistical package for social science (SPSS).FindingsThis study shows that in the shopping process, AR vividness, interactivity and informativeness lead consumers to develop utilitarian values toward the technology, and AR interactivity generates hedonic values towards the technology. When consumers sense the hedonic and utilitarian values, it impacts consumers purchase intention. Hedonic value in AR leads to consumers’ brand content consumption and creation; utilitarian value in AR leads to consumers’ brand content consumption, contribution and creation.Practical implicationsAR developers, brand managers and marketers may use this study to understand the current AR landscape and consumer responses toward AR (value development, purchase intention and brand engagement). With these insights, they can make better strategic decisions that include AR usage in brand marketing tactics.Originality/valueThis study develops conclusions to grasp more clearly and in-depth why and how AR impacts consumers’ shopping process. This study addresses various literature gaps, enhancing the understanding of AR: the salient AR attributes that offer consumers hedonic and utilitarian values and how AR influences consumer behavior, specifically when it comes to the development of brand engagement and purchase intents.

Navigating emerging trademarks issues for sport brands in the metaverse

Navigating emerging trademarks issues for sport brands in the metaverse

Greenwashing perception in Spanish fast-fashion brands’ communication: modelling sustainable behaviours and attitudes

ABSTRACT While sustainability topics are gaining prominence in the communication strategies of fast-fashion brands, consumers remain sceptical and suspicious of the ambiguous and often misleading sustainable brand content. The purpose of this study is to analyse the perception of greenwashing in fast-fashion brands' sustainable communication and to identify its link to consumers' sustainable behaviour and attitudes. An analysis was conducted on five fast-fashion leading brands, based on a non-experimental cross-sectional analytical design and using an online survey. Research results show that consumers perceive greenwashing in the communication of all fast-fashion brands. Furthermore, the perception of greenwashing is higher when it is associated with the search for information on sustainable fashion, as well as the purchase of sustainable fashion. The study also concludes that the perception of greenwashing increases when fast fashion brands carry out advertising campaigns or disseminate their sustainability content through influencers or on their websites.

Social Media Marketing and Fast-Food Restaurant Brand Loyalty: The Mediating Role of Brand Gestalt

With the advancement of technology in the present era, it has become an innovation for many companies to leverage these advancements. Social media stands as evidence of technological progress in this era. Social media marketing (SMM) is a means to capture consumer attention towards brand content on social media platforms. SMM also serves to cultivate relationships with loyal customers. This study aims to investigate the impact of social media marketing on brand loyalty in fast-food restaurants in Manado, with brand gestalt playing a mediating role. The research adopts a quantitative methodology, with primary data collected through online questionnaires from 135 fast-food restaurant customers in Manado, North Sulawesi. Convenience sampling is employed for sample selection. The data is then analyzed using Structural Equation Modeling (SEM) utilizing SmartPLS. The findings of this analysis demonstrate that social media marketing significantly influences brand loyalty and brand gestalt. Additionally, a significant and positive relationship is detected between brand gestalt and brand loyalty. This research contributes to a deeper understanding of the role of social media marketing and brand gestalt in shaping consumer loyalty in the fast-food restaurant industry, offering insights that can inform strategic marketing efforts in this sector.