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Engaging Consumers through Branded Entertainment and Convergent Media

Book Description

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both. Engaging Consumers through Branded Entertainment and Convergent Media provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields. Featuring information regarding emergent research and techniques, this publication is a critical reference source for academics, university teachers, researchers and post-graduate students, as well as universities, advertising agencies, marketing directors, brand managers, and professionals interested in the usage and benefits of branded entertainment.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Foreword
  6. Preface
  7. Chapter 1: Branded Entertainment
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. BRANDED ENTERTAINMENT: CONCEPTUALIZATION AND DEFINITION
    4. 3. A BRIEF HISTORY OF BRANDED ENTERTAINMENT
    5. 4. BRANDED ENTERTAINMENT FORMATS
    6. 5. BRANDED ENTERTAINMENT TRENDS
    7. 6. FACING UNCERTAINTY: MORE REGULATION OR FREE SPEECH?
    8. 7. CONCLUSIONS, LIMITATIONS, AND FUTURE RESEARCH
    9. REFERENCES
    10. ADDITIONAL READING
    11. KEY TERMS AND DEFINITIONS
  8. Chapter 2: A Classification of Branded Entertainment Based on Psychological Levels of Processing
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. THEORETICAL BACKGROUND
    4. 3. A CLASSIFICATION OF BRANDED ENTERTAINMENT BASED ON PSYCHOLOGICAL LEVELS OF PROCESSING
    5. 4. CONCLUSION
    6. 5. FUTURE RESEARCH DIRECTIONS
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  9. Chapter 3: Author-as-Franchise-Product
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. STEPPING STONES OF ENTERTAINMENT
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
    10. ENDNOTES
  10. Chapter 4: A Theoretical Model for the Study of Persuasive Communication through Digital Games
    1. ABSTRACT
    2. INTRODUCTION
    3. METHODOLOGY
    4. THE MODEL
    5. VISUAL REPRESENTATION OF THE MODEL
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
  11. Chapter 5: The Role of Online Social Interaction in the Recommendation of a Brand Community
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. HYPOTHESES
    5. METHODOLOGY
    6. RESULTS
    7. DISCUSSION
    8. FURTHER RESEARCH DIRECTIONS
    9. CONCLUSION
    10. REFERENCES
    11. ADDITIONAL READING
    12. KEY TERMS AND DEFINITIONS
  12. Chapter 6: Deep and Shallow Gamification in Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. THE GAMIFICATION CONTINUUM
    5. FUTURE RESEARCH DIRECTIONS AND CONCLUDING REMARKS
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
    8. ENDNOTES
  13. Chapter 7: Product Placement in Video Games
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. BACKGROUND
    4. 3. METHODOLOGY
    5. 4. RESULTS AND DISCUSSION
    6. 5. CONCLUSIONS
    7. 6. FUTURE RESEARCH LINES
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
  14. Chapter 8: Sitcoms Make You Laugh and Recycle
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. EFFECT ATTITUDES TOWARD THE ENVIRONMENTAL BEHAVIOR PLACEMENT ON POTENTIONAL INTENTIONS
    5. INFLUENCE OF PERCEIVED REALISM OF THE ENVIRONMENTAL BEHAVIOR PLACEMENT IN THE TELEVISION SHOW
    6. INFLUENCE OF SKEPTICISM TOWARD THE ENVIRONMENTAL BEHAVIOR PLACEMENT
    7. INFLUENCE OF ENVIRONMENTAL CONSCIOUSNESS
    8. SOLUTIONS AND RECOMMENDATIONS
    9. FUTURE RESEARCH OPPORTUNITIES
    10. CONCLUSION
    11. REFERENCES
    12. ADDITIONAL READING
    13. KEY TERMS AND DEFINITIONS
  15. Chapter 9: Product Placement in the Pharmaceutical Industry
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. MARKETING COMMUNICATIONS IN THE PHARMACEUTICAL INDUSTRY
    4. 3. CASE STUDY
    5. 4. RESULTS
    6. 5. CONCLUSION
    7. 6. LIMITATIONS AND FUTURE RESEARCH
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
  16. Chapter 10: How Branded Entertainment Shapes Consumers' Brand Attitudes
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL BACKGROUND AND HYPOTHESES
    4. METHOD
    5. RESULTS
    6. DISCUSSION
    7. MANAGERIAL IMPLICATIONS
    8. LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
    9. REFERENCES
    10. ADDITIONAL READING
    11. KEY TERMS AND DEFINITIONS
  17. Chapter 11: Brand Perception and its Relation to Perceived Performance of a Public Sports Service
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. THE CURRENT SITUATION OF PUBLIC SERVICES: PUBLIC OWNERSHIP WITH PRIVATE MANAGEMENT
    4. 3. CONSUMER BEHAVIOR
    5. 4. ADVERTISING AND NEW MARKETING TECHNIQUES. BRAND ENTERTAINMENT
    6. 5. BRAND IMAGE: HOW DO I WANT TO BE SEEN?
    7. 6. SELF IMAGE CONGRUENCE, THE COMMON REALITY BETWEEN THE CONSUMER AND THE BRAND
    8. 7. A BRAND COULD BE PERCEIVED AS GOOD QUALITY, EVEN IF IT IS NOT
    9. 8. DISPOSITION AND FUTURE RELATIONSHIP WITH THE BRAND (ATTITUDES AND FUTURE INTENTIONS)
    10. 9. FEATURES OF THE MUNICIPALITY AND OF THE SERVICE
    11. 10. METHODS
    12. 11. RESULTS
    13. 12. DISCUSSION AND CONCLUSIONS
    14. REFERENCES
    15. KEY TERMS AND DEFINITIONS
  18. Chapter 12: User-Generated-Content
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. WHEN CONSUMERS BECOME PROSUMERS: THE ROLE OF CONSUMERS AS CO-CREATORS
    4. 3. THEORETHICAL FRAMEWORK FOR USER-GENERATED-CONTENT (UGC)
    5. 4. METHOD
    6. 5. RESULTS
    7. 6. CONCLUSIONS, LIMITATIONS, AND FUTURE RESEARCH
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
  19. Chapter 13: Involving Customers through Co-Creation
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 1. BACKGROUND
    4. 2. THE CREATION OF VALUE IN PRODUCTS AND SERVICES
    5. 3. CONCLUSION
    6. 4. FUTURE RESEARCH DIRECTIONS
    7. REFERENCES
    8. KEY TERMS AND DEFINITIONS
  20. Related References
  21. Compilation of References
  22. About the Contributors