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Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
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Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. The book reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term.
335 pages
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 9 de enero de 2023 |
| ISBN13 | 9781668439715 |
| Editores | IGI Global |
| Páginas | 441 |
| Dimensiones | 150 × 220 × 20 mm · 1,36 kg |
| Lengua | Inglés |
| Editor | Bonales-Daimiel, Gema |
| Editor | Miguelez-Juan, Blanca |
