Branded Content Research Articles

Influencers’ Promoted Posts and Stories On Instagram: Do They Matter?

Since the advent of the Internet, word of mouth (WOM) has been integrated into the online channel, with users writing their opinions and reading reviews from other members. Currently, WOM has been growing and developing on social network sites, including Instagram. The figure of influencer has emerged as especially prominent on this particular social media platform. Brands have become aware of the importance of influencers and contact them to publish brand content to their profiles. This has become a new marketing strategy in which companies can reach greater numbers of consumers and exert a significant influence on them. Against this background, the current research analyzes how brand posts and stories by influencers on Instagram affect consumers, depending on the format used (post vs. story) and whether the content is promoted. A 2x2 experimental study is conducted with 573 participants. Results show that the content published by influencers affects consumers’ purchase intention differently depending on the format, wherein stories are more persuasive than posts. However, we find that indicating that the publication is promoted has no impact on consumers.

Технология сторителлинга в вирусной рекламе как способ апелляции к ценностям молодежи (на примере бренд-контента пищевых продуктов «Дядя Ваня»)

The paper examines the linguistic mechanisms of appealing to the target audience of young people by means of the storytelling technology in viral advertising. The research aims to identify and analyse verbal components of the storytelling technology in projection advertising that appeal to young people’s value attitudes. Scientific novelty of the research lies in conducting a comprehensive linguoculturological and semiotic analysis of language markers of the storytelling technology appealing to the basic values of young people, as well as in studying the specifics of linguistic embodiment of the key idea of branded content. The obtained results have shown that the main linguistic mechanisms of the storytelling technology are appeal to precedents, desterotyping, as well as communication of values through various kinds of associative-dissociative language techniques.

Exploring the dimensions of media brand trust: a contemporary integrative approach

ABSTRACT As brands become more media-like with branded content, media, and social media, and consumer technology continue to converge and media services expand to multiple platforms with infotainment to cultivate brand loyalty, there is a need to re-evaluate how brand trust can be assessed in the media sector where there are increasingly less divisions among a multitude of contents and platforms. This study aims to explore the need and dimensions of a new media brand trust scale that reflects the reality of today’s mediated lives and converging industries. As the first phase of the scale development process, this study integrated deductive and inductive methods, using literature review to offer a conceptual basis, and exploring the identified trust dimensions through the qualitative method of personal interviews. A total of 28 subjects from two different countries were interviewed to assess their perceptions and experiences regarding their trust of various media products/services. Eight key dimensions of media brand trust were uncovered. While competence remains a valid aspect of trust as suggested by extant literature, classic intentionality or benevolence is less significant today. The study also revealed the trust dimensions of relationship, experience, and value, which were not addressed in typical media trust related literature. This study introduces the notion of value-creation into the tradition of media trust which focused mostly on the dimension of credibility. The integrative approach is holistic and reflects more plausibly how decisions are made in modern platform/media brand choice.

Impact of Advantageous Campaigns on Customer-Brand Relationship Building Through Social Media Marketing

Marketing has been paying close attention to social media engagement because of its potential to influence consumer behaviour. A key component of marketing communication in Oman is the use of social media. In this research paper, we aim to identify the dynamics of the influence of social-media marketing elements (e.g., valuable campaigns, relevant content, frequent updates, popular content, and brand appearances on different platforms) on consumer perceptions of customer-brand relationship building. Researchers collected data on 209 respondents by using purposive sampling in a field survey conducted in Muscat, Oman. Adapted from prior research, the data collection instrument contains items measured on a Likert scale. Results of the study revealed that the predictors (advantageous campaigns, relevant content, frequent updates, popular content, and appearance of brand on various platforms) significantly impact customer-brand relationships. Consequently, this study adds to the growing body of work on social media marketing (SMM) by exploring the role of SMM in enhancing important branding goals, including customer loyalty. This study extends the benefits of social media marketing to management by providing insight on how to engage customers and increase sales.

Branded content experience in social media settings: a consumer culture theory perspective

Branded content experience in social media settings: a consumer culture theory perspective

Centrum Multivitamin Content Analysis—Over the Counter—OTC Medicine on Facebook

Medicines advertising can be discussed from several perspectives. The study can be directed to its informational content, current legislation, characteristic (persuasive, informative) and the use of euphemisms. In this paper, the authors indicated the values present in the advertising content of the Centrum brand, classified by the World Health Organization (WHO) as Over the Counter—OTC Medicine, based on the content analysis [1] of whose evaluations will be based on advertising objects published on Facebook.

Conceptualising performative Instagram influencer and user relationships – through advertising and sponsored brand content

Conceptualising performative Instagram influencer and user relationships – through advertising and sponsored brand content

How to Catch Customers' Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement.

Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage. However, there are many brands which fail to operate social media as effectively as expected. The effective use of brand social media strategies to improve digital customer engagement remains an ongoing challenge for the enterprises. Based on firm-generated content theory and social presence theory, this study aims to identify the impact of brand social media strategies on different levels of digital customer engagement, including positive filtering, cognitive and affective processing as well as advocacy from content strategy and response strategy. Based on 1,519 brand posts on the official Weibo pages of eight of the top 500 Chinese brands in 2021, this study uses a multiple linear regression model to examine the impact of brand social media strategies on digital customer engagement and the moderating effects of brand image and discretionary purchases. The findings show that, on the one hand, among the brand social media content strategies, action content strategy is associated with higher levels of digital customer engagement. On the other hand, different brand social media response strategies have a differential impact on digital customer engagement levels, with cohesive response being the best strategy for increasing digital customer engagement level. In addition, the effectiveness of brand social media response strategy in digital customer engagement is further moderated by the brand image and discretionary purchases. In contrast, the effectiveness of brand social media response strategy in digital customer engagement is stronger when the brand image emphasizes its “competence” or the discretionary purchases focus on “material purchases.” This study not only enriches the research on digital customer engagement but also provides a reference for the brand strategy selection, design and management based on social media.

Sexual ad appeals in social media: effects and influences of cultural difference and sexual self-schema

A multi-method approach was employed to investigate the effects and prevalence of sexual appeals in social media. First, a content analysis examined the presence of graphic sexual appeals in posts for the most followed fashion brands on Instagram, and the extent to which the number of likes and comments on these posts were related to the graphic nature of the appeal. Second, a set of experiments utilizing national consumer panels examined how consumer evaluations of graphic sexual ads on social media differ from those of non-sexual ads, and to what extent the evaluations are influenced by sexual self-schema (SSS) and respondent country (US vs Korea). The results indicate that the use of sexual appeal is primarily limited to sexually positioned brands, but graphic sexual appeals can increase the number of likes and comments on their branded SNS contents. Moreover, while consumers are somewhat reluctant to click “like” and “share” the sexual SNS contents, their intentions to like and share can be positively enhanced by their SSS level and cultural orientation of individualism.

How, why, and when disclosure type matters for influencer marketing

Consumers’ changing media consumption behaviors and skepticism toward traditional forms of advertising have prompted the growth of influencer marketing. Even as regulatory authorities call on brands and influencers to disclose the posts as advertising, no consistent guidelines exist. The distinct effects of self-generated versus platform-initiated disclosures also remain unclear, nor has research addressed the interplay of key influencer characteristics and marketing disclosures. This article reports on findings from the first academic field study of influencer marketing disclosures, as well as three experimental studies, which indicate that disclosure is a double-edged sword. When provided through a platform-initiated branded content tool, disclosure consistently exerts the strongest effect on perceptions of advertising, negatively relating to influencer trustworthiness and consumer engagement. The effects of disclosure type also depend on the number of followers and number of previously endorsed products (i.e., influencer characteristics). Yet, consumers also express appreciation for transparency when influencers disclose posts as advertising, which increases perceived trustworthiness of the influencer and engagement with the post. The implications of these findings should inform choices by public policy makers, brand managers, and influencers.

Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation

Understanding customer experience with branded content on social media has become critical as brands allocate a considerable budget to the creation and dissemination of branded content. Customers interact with social media branded content such as brand-related images, videos, and text posts, and respond by engaging with content on social media. However, despite growing scholarly interest in social media experiences, there is a lack of research on the conceptualization and operationalization of the “branded content experience” (BCE) on social media. This research aims to enhance the understanding of customer experience with branded content by exploring several experience dimensions and construct a BCE scale. We derived seven BCE dimensions, including self-identity, social bonding, utilitarian, aesthetic, humor, awe-inspiring, and discerning with the help of two qualitative studies. We employed exploratory and confirmatory factor analysis to propose a reliable and valid 35-item BCE scale. The findings suggested that BCE predicts consumer engagement with branded content (CEBC) on social media.

Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media

Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now.

Modelling the Enablers for Branded Content as a Strategic Marketing Tool in the COVID-19 Era

This study aims towards identifying and modelling the significant factors which act as enablers for the branded content to be used strategically by marketers as a marketing tool in the COVID-19 era. A qualitative approach was adopted for this study, and significant factors associated with branded content were identified from the literature review and primary survey. The factors were then verified by the experts in the area of branding and digital marketing. Total interpretive structural modelling (TISM) and Decision-making Trial and Evaluation Laboratory (DEMATEL) techniques were used to model the factors as per their contextual relationships. As per the model outcomes from TISM and DEMATEL approaches, branded content is an efficient marketing tool that promises value delivery to stakeholders. This, in turn, depends on the authenticity and transparency in content development and distribution. The most significant driving enablers for the system suggest efficient measurement and evaluation strategies and the customer as co-creator for the branded content.

Singaporean Influencers and Covid-19 on Instagram Stories

ABSTRACT This essay considers how Influencers in Singapore were responding to COVID-19 on Instagram Stories. Specifically, this extract of the study focuses on six phenomena to have emerged including: Live chats and parasociality, communion and ‘collective effervescence’ (Durkheim 1912), branded content and topical coherence, persuasion and normalising practices, charity and the harnessing of a follow base, and infodemic and the amplification of causes. The paper then considers three major industry and systemic shifts in relation to the parasociality between Influencers and followers, the aesthetics of content from Influencers, and the accessibility of Influencers towards followers.

Social media fostering happiness management: three luxury brands case study on Instagram

PurposeThis paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content.Design/methodology/approachThis study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories.FindingsThe dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both “Happiness” and “Health and safety” content.Originality/valueThis study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.

Sponsored Content in Spanish Media: Strategies, Transparency, and Ethical Concerns

Profound upheavals and the search for a viable business model have led the news industry to explore new sources of revenue. The mainstream Spanish media have set up special units to produce branded content, advertising that is integrated into editorial content. This article presents a multi-faceted approach to this practice in Spain, including interviews with branded content lab managers, a survey of journalists (N = 170), and content analysis of articles (N = 331) published by the six main legacy and digital native media companies in June and July of 2019. Results show inadequate disclosure, which makes it difficult for readers to distinguish between branded and editorial content. The journalists surveyed associate native advertising with the risk of losing credibility. This study reveals that the financial sector is the most active in supporting branded content productions, followed by energy and infrastructure, distribution and food industry, and phone companies. This research also unveils advertiser interest in connecting brand image to environment and sustainability values, together with a macro-issue encompassing well-being, sports, and health. This is consistent with the fact that the strongest role performance observed has been for service information, especially regarding tips for the economy, followed by those of the civic and infotainment categories.

Kiprah Aktor Warganet melalui Media Sosial dalam Pemasaran Digital: Studi Kasus pada #HondaBeAT

<em><span lang="EN-US">This study aims to determine the role of netizen actors on social media in the digital marketing of a product brand, like #HondaBeAT. Nowadays, the use of social media to exchange information is increasing for the dissemination of messages and other contents. In the digital marketing ecosystem, social media plays an important role in introducing products, enhancing a positive image, and building relationships with customers. The use of social media platforms, such as Twitter and Instagram, has attracted the attention of the younger generation, especially the millennial generation (Y) and the post-millennial generation (Z). The level of effectiveness of digital marketing is also influenced and determined by the progress of netizen actors, such as followers, influencers, and buzzers. Their role is increasingly important to convey information more effectively through various product and service brand content on various social media platforms. This study uses a qualitative approach to analyze data from social media conversations on Twitter and Instagram within a certain period of time with the help of the Drone Emprit Academic (DEA) application. This research reveals the progress of netizen actors on the company’s official accounts of Twitter and Instagram as a basic understanding for designing and compiling digital marketing strategies using product brand hashtags. This study also found that the netizen actors studied had their respective roles in strengthening the delivery of messages and content on social media.</span></em>

Why Do People Initiate an Online Firestorm? The Role of Sadness, Anger, and Dislike

ABSTRACT Brands have become the target of online collaborative attacks performed by networked consumers who share negative brand content, leading to the so-called online firestorms (OF). Its detrimental effects on reputation, sales, and stock market performance make the understanding of OF emergence a managerial priority as well as an interesting area for academic research. We adopt a novel perspective in the analysis by drawing on the appraisal theory of emotions to dig in the emotional nature of the phenomena. Specifically, our research analyzes the role of three specific negative brand emotions (sadness, dislike, and anger) in a model that encapsulates cognitive, emotional, and motivational drivers of the initiation of an OF. The findings obtained from a sample of 303 individuals exposed to a brand misconduct episode suggest that openly expressed feelings of anger, dislike, and sadness emerge in response to outrage appraisals associated to the episode. However, only anger and dislike provided the impetus for taking revenge on the brand in the form of an OF. These findings contribute to a better understanding of the phenomenon since the role of emotions as a basis for explaining the act of initiating an OF has been overlooked. To practitioners, we offer some guidelines to monitor and manage the negative emotional content posted by individuals as mitigating them reduces the desire for revenge, which is the force behind their intentions to foster an OF.

The Employer Brand in the Digital Transformation Context: Case Study at Tienphong Commercial Joint Stock Bank

The high impact of the industrial revolution 4.0 and challenges in the digital transformation period require businesses to focus on the attracting and retaining high-quality employees in line with organizational strategy through the employer brand. In this study, the author clarifies the management level’s viewpoint of employer brand, the role and the employer brand content in commercial banks through research at Tien Phong Commercial Joint Stock Bank, followed by. With a mixed research method combining quantitative research with qualitative research, the author has clearly identified the important roles of employer brand in banks, the contents of employer brand and the challenges in employer branding that banks are facing in the current digital transformation period. On that basis, the author proposes recommendations for the bank to improve the employer brand in order to build and maintain quality human resources in the next period.

A Lot of People Did Not Want This to Happen

Using three highly visible promotional videos from the Ultimate Fighting Championship (UFC), we perform a critical examination of the UFC’s branding during the COVID-19 pandemic. The first is a recorded endorsement from President Donald Trump, the second introduces the origin of an international pay-per-view series called “Fight Island” and the third is an end of year retrospective of the UFC’s performance in 2020. Employing content analysis grounded in brand psychology and narrative persuasion, we deconstruct the visual communication and story-based elements within this advertising to reveal how the company has adopted an identity of heroic dominance and defiance. This persona is built from a cognitively biased and framed suggestive notion which the UFC uses to market themselves as the lone organization fearless enough to “conquer” COVID-19 through the continuation of live events and overcoming obstacles posed by government regulation and media criticism. Ultimately, we find three dominant narratives actively established from this identity and heavily employed in their subsequent branded content: “Sport Must Go On,” “Unstoppable Force,” and “World Gone Crazy.” We conclude by arguing that the UFC’s branding reifies the tenuous social and political position the young sport occupies by marketing the combat sports company as different than other mainstream sport leagues, through repeated celebration of the Dana White (President of the UFC) as a heroic figure, by their disavowal of caution in the face of a pandemic, and in portrayal of the mainstream media as a jealous enemy.