Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship

The emergence of ad blocking phenomenon is a contemporary threat of today. It has serious damaging consequences for the brands and advertisers. Advertisers are constantly looking for communication formats that are engaging to the consumers, specially to Gen Z consumers as they are a major cohort in the internet. Branded content videos are perceived an apt form of communication to reach this generation. This article observes the effect of branded...