| Description: | Branded content as an advertising tactic is a growing phenomenon that is not widely researched and is generally ambiguous in nature. This study uses qualitative methods to explain how branded content is defined, how it functions, and how it can influence a brand. Case studies of IKEA and Chevrolet were compared alongside four interviews with branded content professionals. the data collected suggests that branded content in structure and substance is varied, however it comprises engagement, the brand, and financial transaction. the data collected also suggested that brands take a variety of stances when controlling content to support their brand, and that branded content generally supports the intangible aspects of a brand, as opposed to product features. |
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| Creator(s): | Nicholson, Danielle Marie |
| Creation Date: | May 2012 |
| Partner(s): |
UNT Libraries
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| Collection(s): |
UNT Theses and Dissertations
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| Usage: |
Total Uses: 129
Past 30 days: 16
Yesterday: 0
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| Publisher Info: |
Publisher Name: University of North Texas
Publisher Info: www.unt.edu
Place of Publication: Denton, Texas
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| Original Creation Date: | May 2012 | |
| Description: | Branded content as an advertising tactic is a growing phenomenon that is not widely researched and is generally ambiguous in nature. This study uses qualitative methods to explain how branded content is defined, how it functions, and how it can influence a brand. Case studies of IKEA and Chevrolet were compared alongside four interviews with branded content professionals. the data collected suggests that branded content in structure and substance is varied, however it comprises engagement, the brand, and financial transaction. the data collected also suggested that brands take a variety of stances when controlling content to support their brand, and that branded content generally supports the intangible aspects of a brand, as opposed to product features. |
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| Degree: |
Department:
Department of Radio, Television and Film
Discipline:
Radio, Television and Film
Level:
Master's
Name:
Master of Science
PublicationType:
Thesi
Grantor:
University of North Texas
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| Keyword(s): | Branded content | branded entertainment | branding | marketing | advertising | television | |
| Contributor(s): |
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| Partner: |
UNT Libraries
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| Collection: |
UNT Theses and Dissertations
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| Identifier: |
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| Resource Type: | Thesis or Dissertation | |
| Format: | Text | |
| Rights: |
Access:
Public
Holder:
Nicholson, Danielle Marie
License:
Copyright
Statement:
Copyright is held by the author, unless otherwise noted. All rights Reserved.
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