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Content marketing strategy of branded YouTube channels
- Source :
- Journal of Media Business Studies. 17:294-316
- Publication Year :
- 2020
- Publisher :
- Informa UK Limited, 2020.
-
Abstract
- As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysi...
- Subjects :
- Content marketing
Branded content
business.industry
Strategy and Management
Communication
05 social sciences
050801 communication & media studies
Advertising
GeneralLiterature_MISCELLANEOUS
0508 media and communications
Consumer engagement
ComputerApplications_GENERAL
0502 economics and business
050211 marketing
Business and International Management
business
ComputingMilieux_MISCELLANEOUS
Subjects
Details
- ISSN :
- 23762977 and 16522354
- Volume :
- 17
- Database :
- OpenAIRE
- Journal :
- Journal of Media Business Studies
- Accession number :
- edsair.doi...........dc13a1b394a09d439cd5b96336305b58
- Full Text :
- https://doi.org/10.1080/16522354.2020.1783130