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Branded content on twitch: An opportunity for brands
As a consequence of the pandemic caused by Covid-19, the consumption of digital platforms and social networks has grown exponentially, especially the social network analyzed in this paper: Twitch. This platform of increasingly ...
Identification of tools for measuring branded content: A proposal for evaluating its effectiveness
Research on the study of the effectiveness of branded content actions shows that the reference data to draw up projections of results are neither standardized nor homogeneous. This is one of the main barriers that brands ...
How virtual brand community traces may increase fan engagement in brand pages
(Elsevier Science Bv, 2017-06)
Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have ...
The local aspect in the successful brands in Latin America: empirical evidence of its prevalence, the role of local and global companies, and Its effect on consumers
(MDPI, 2021)
Local businesses, local brands, and brand names in the local language help to preserve the local culture of a country. Through a content analysis, this study examined the 880 most successful brands in nine Latin American ...
A publicidade no contexto da marca Only Designs: um guia de recomendações para branded content no Instagram
(Universidade Federal de Santa MariaBrasilUFSMCentro de Ciências Sociais e Humanas, 2019-12)
This paper, developed as an experimental project, aims to debate and ponder over the structural components of branded content as an advertising strategy for e-commerce in social medias and to understand how Branded Content ...
The brand meaning co-creation process on Facebook
(Emerald Group Publishing Ltd., 2017)
Purpose: The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook. Design/methodology/approach: A case study methodology was applied. Brand posts in the form of ...
Mediterráneamente. Estudio de eficacia cuantitativa del branded content en las películas publicitarias de Estrella Damm
El objeto de estudio de esta investigación está comprendido por dos de las películas publicitarias de branded content en formato cortometraje, de la marca de cervezas Estrella Damm: Vale (Amenábar, 2015) y Las pequeñas ...
Um profissional liberal enquanto marca: construção de um plano de branding
(BrasilUFSMCentro de Ciências Sociais e Humanas, 2016-12-12)
This paper proposes a constuction and management brand plan for independent professionals. Thus, it sought to understand the brand role in marketing strategies and the branding process development nowadays. At first, were ...
Análisis del branded content que incide en el cambio de imagen de marca en los no consumidores de Nike, hombres y mujeres de 18 a 25 años; caso: campaña “Don’t Change your dream, change the world” de Nike en InstagramAnalysis of the brand content that affects the change of brand image in non-consumers of Nike, men and women aged 18 to 25; case: Nike's "Don't change your dream, change the world" campaign on Instagram
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2020)
Estrategia de personal branding a través de branded content y marketing sensorial para promocionar diseñadores ecuatorianos de moda artesanal. Caso: Florencia Dávalos
(Quito: Universidad de las Américas, 2016, 2016)
Durante los últimos años, la moda artesanal ha cobrado importancia no solo para el desarrollo económico del país sino también para la construcción de una identidad cultural. El objetivo de muchas diseñadoras es convertir ...