Search the World's Largest Database of Information Science & Technology Terms & Definitions
InfInfoScipedia LogoScipedia
A Free Service of IGI Global Publishing House
Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is Virtual Brand Community

Chapter 25
Handbook of Research on the Impact of Culture and Society on the Entertainment Industry
Refers to a group of individuals establishing relations between them in a platform provided by a specific brand.
Published in Chapter:
Entertainment Media: Times of Branded Content
Paula Cordeiro (University of Lisbon, Portugal), António Mendes (University of Lisbon, Portugal & IADE – Creative University, Portugal), José Mascarenhas (University of Lisbon, Portugal), and Sofia Lameira (University of Lisbon, Portugal)
Copyright: © 2014 |Pages: 21
DOI: 10.4018/978-1-4666-6190-5.ch025
Abstract
This chapter examines the hybridization of entertainment in media through the emergence of new advertising formats in radio, new forms of revenue and sponsoring for television shows, and the hybridization of press content, with monthly magazines portraying more promotional than editorial content. It is focused on media as entertainment industry to study marketing strategies developed by brands towards an approach to entertainment as part of branding strategies, focusing as well on innovative advertising formats. Thinking about these might affect the consumer perception of media and brands. This chapter relates media studies with technology and marketing studies rooted in the idea that lifestyle media may transform practices and routines with media as well as audiences' media relations.
Full Text Chapter Download: US $37.50 Add to Cart
eContent Pro Discount Banner
InfoSci OnDemandECP Editorial ServicesAGOSR