Original paper
Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship
Volume: 24, Issue: 3, Pages: 300 - 309
Published: Jun 19, 2020
Abstract
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...
Paper Details
Title
Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship
Published Date
Jun 19, 2020
Volume
24
Issue
3
Pages
300 - 309
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