Atributos creativos del branded content: Análisis de piezas premiadas en “El Sol” (2015-2021). Creative attributes of branded content: Analysis of awarded pieces in "El Sol" (2015-2021)

Barroso, Carmen Llorente; Ferreira, Ivone; Muñoz, Cristóbal Fernández

doi:10.14198/medcom.20783

Cited by 9 publications

(2 citation statements)

References 6 publications

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“…In this context, the advertising industry needs to adapt rapidly to find ways to empathize with customers (Borau-Boira and Garc ıa-Gallo, 2022). Recently, the most decisive formulas to execute an effective communication strategy to cultivate the relationship between brand and consumer have been the use of branded content (Castillo-Abdul et al, 2022;Asmussen et al, 2016) and of storytelling (Woodcock and Johnson, 2019;Llorente-Barroso et al, 2022). However, the increasing marketing power of influencers is turning these agents into more effective outreach tools, as the studies by Masuda et al (2022) and Abraham et al (2022) illustrate.…”

Section: The Influencer Phenomenon: New Challenges For Digital Advert...mentioning

confidence: 99%

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Challenges of digital advertising from the study of the influencers' phenomenon in social networks

Borau-Boira

Pérez-Escoda

Vera

2022

CCIJ

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PurposeThe aim of this paper is to study the challenges of digital advertising from the characterization of the influencer phenomenon based on the perceptions of two different and non-consecutive generations, explored from the perspective of parasocial relationshipsDesign/methodology/approachUsing a quantitative methodology design and a descriptive approach, a study is presented on a sample of 449 individuals belonging to two generational niches, generation Z (N = 227) and generation X (N = 222). For the study, characterization parameters have been defined based on existing literature, defining five-dimension conceptualization: strength, fairness, engagement, trustworthiness and social role.FindingsThe results point to a different perception of the phenomenon in some aspects that allow an intergenerational portrait of the figure of the influencer to be made. The findings of the study are innovative because they were not previously available and transcend academia to serve the companies that proliferate in the representation and management of influencers, as the characterization of this figure is important for the identification of key aspects in the adjustment of products and messages offered to a certain public of a specific population niche, both for advertising companies and for media and institutions.Originality/valueThe study reveals interesting challenges for digital advertising from the audience's perceptions about influencers, highlighting the relevance of influencers which clearly contributes to a better understanding of more efficient strategies on digital advertising.

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Section: The Influencer Phenomenon: New Challenges For Digital Advert...mentioning

confidence: 99%

“…, 2022; Asmussen et al. , 2016) and of storytelling (Woodcock and Johnson, 2019; Llorente-Barroso et al. , 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Challenges of digital advertising from the study of the influencers' phenomenon in social networks

Borau-Boira

Pérez-Escoda

Vera

2022

CCIJ

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Digitalization of cultural industries: Evidence from the official Spider-Man movie TikTok account

Hernando Velasco,

Matsumoto,

Dominguez-Santos

et al. 2024

Convergence: The International Journal of Research into New Med

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The digitalization of culture and creative industries has presented both challenges and opportunities. To effectively engage audiences and ensure their constant interest, these industries must continually adapt their circulation strategies. The objectives of this study are threefold: 1) analyze the strategies employed by the Marvel Cinematic Universe (MCU) to engage with the fan community; 2) examine the interplay between fiction and reality based on the relationships between characters and actors, as shown in social network posts; and 3) determine how the discourse in the film ‘Spider-Man: No Way Home’ is reconstructed on TikTok, leveraging its particular ‘affordances’ (Gibson, 1979). A mixed methodology approach was utilized, combining the use of Analisa.io software to provide a comprehensive view of the Spider-Man official account’s activities and user engagement with a detailed analysis of the thematic, multimodal, and discursive aspects of TikTok videos published by the account. The findings reveal that the MCU employs TikTok as a marketing tool for the new movie, utilizing three main strategies that align with the characteristics of transmedia storytelling and enhanced audience engagement: 1) strategic selection of publication moments for the growth of follower engagement; 2) extensive use of teasers; and 3) leveraging the presence of actors as a key element to facilitate fan identification.

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Índice de calidad del branded content informativo en España: Criterios y evaluación

Palau-Sampio,

Iranzo-Cabrera

2024

RCom

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El branded content en su modalidad informativa se fundamenta en publicaciones que imitan el estilo y carácter del contenido editorial, intentando que su condición de patrocinado pase desapercibida a la audiencia. Esta investigación se propone analizar la calidad periodística de estas publicaciones a través de dos objetivos específicos. En primer lugar, se desarrolla una propuesta metodológica cualitativa para evaluar estos contenidos sponsorizados. Este índice contempla diez criterios fundamentales de la calidad periodística y asigna una valoración (<10) en una escala de cuatro niveles (deficiente, mínima, buena y excelente). En segundo lugar, se aplica este índice a una muestra de ítems publicados durante un mes (N=372) en seis de los principales medios digitales españoles. Los resultados evidencian estándares mínimos en el branded content informativo. Sólo uno de los seis medios analizados cumple con los estándares de buena calidad, con una valoración de 6,8, mientras que los restantes presentan niveles pobres de rigor periodístico. Cuatro de los medios ni siquiera alcanzan una valoración global de cinco sobre diez. Desde un punto de vista periodístico, el branded content informativo atiende a la selección de temas de interés para la ciudadanía y a los roles periodísticos de servicio y social. Sin embargo, las fuentes son escasas, están vinculadas a la empresa promotora y, a menudo, resultan poco adecuadas para tratar el tema. El estrecho vínculo entre el contenido y la marca evidencia el riesgo que el branded content supone para garantizar la distancia entre contenidos editoriales y comerciales.

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Atributos creativos del branded content: Análisis de piezas premiadas en “El Sol” (2015-2021). Creative attributes of branded content: Analysis of awarded pieces in "El Sol" (2015-2021)

Cited by 9 publications

References 6 publications

Challenges of digital advertising from the study of the influencers' phenomenon in social networks

Challenges of digital advertising from the study of the influencers' phenomenon in social networks

Digitalization of cultural industries: Evidence from the official Spider-Man movie TikTok account

Índice de calidad del branded content informativo en España: Criterios y evaluación

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