Engaging Consumers through Branded Entertainment and Convergent Media

Engaging Consumers through Branded Entertainment and Convergent Media

Jose Marti Parreno (Universidad Europea de Valencia, Spain), Carla Ruiz Mafe (Universidad de Valencia, Spain) and Lisa Scribner (University of North Carolina Wilmington, USA)
Indexed In: SCOPUS
Release Date: April, 2015|Copyright: © 2015 |Pages: 353
ISBN13: 9781466683426|ISBN10: 1466683422|EISBN13: 9781466683433|DOI: 10.4018/978-1-4666-8342-6


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.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Branded Casual Games
  • Branded Content
  • Cross-Cultural Issues
  • Ethical Issues
  • Gamification
  • Product Placement
  • Serious Games
  • Social Networking

Reviews and Testimonials

Marketing scholars discuss strategies for inserting visible brands of products in popular entertainment such as movies, books, and video games as a form of advertising. The topics include a classification of branded entertainment based on psychological levels of processing, the role of online social interaction in the recommendation of a brand community, brand perception and its relation to perceived performance of a public sports service, and an approach from the fashion industry to involving customers through co-creation.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Jose Marti-Parreño (PhD, Polytechnic University of Valencia, Spain) is Associate Professor in the Department of Business, Faculty of Social Sciences, Universidad Europea de Valencia. His main research areas include consumer behavior, marketing communications (hybrid messages such as product placement, branded entertainment, and advergaming), digital marketing, mobile marketing, and social networking sites. His research has been published in refereed journals such as Industrial Management & Data Systems, Online Information Review, International Journal of Mobile Communications, and Journal of Brand Management. He has authored and co-authored seven books on marketing including Engagement Marketing (Financial Times/Prentice Hall, 2008). He serves as a reviewer in several international journals including Journal of Product & Brand Management and Industrial Management & Data Systems. He has been awarded in research (marketing) by the INBAM (International Network of Business and Management Journals). His teaching abroad experience includes teaching seminars in the USA, United Kingdom, Finland, Germany, and The Netherlands.
Carla Ruiz Mafe (Ph.D. University of Valencia, Spain) is an Associate Professor in the Department of Marketing, Faculty of Economics, University of Valencia. She has been visiting scholar at University of North Carolina-Wilmington (USA) and Glasgow University (UK). Her primary research interests include e-commerce, mobile marketing, branded entertainment, interactive marketing, and consumer behavior. Her research has been published in more than 30 international refereed journals such as Internet Research, Online Information Review, Service Industries Journal, Journal of Consumer Marketing, and Industrial Management and Data Systems.
Lisa Luebbehusen Scribner (Ph.D., University of South Carolina, USA) is an Associate Professor of Marketing in the Cameron School of Business at the University of North Carolina Wilmington. Professor Scribner’s research has been published in the International Journal of Culture, Tourism and Hospitality Research, Journal of Hospitality Marketing & Management, Journal of Global Business, Total Quality Management Journal, Marketing Education Review, Journal of Marketing Theory and Practice, and others. Professor Scribner’s primary research interests involve multiple aspects of consumer behavior, such as cross-cultural consumer decision making, branded entertainment and advergaming, consumer product knowledge, comparative advertising, and consideration set formation.