A Study on the Branded Content as Marketing Communication Media in the Viewpoint of Relational Perspective

Min Wook Choi

doi:10.17485/ijst/2015/v8iS5/61606

Article

A Study on the Branded Content as Marketing Communication Media in the Viewpoint of Relational Perspective

VIEWS 1589
PDF 390

Abstract
Full-Text HTML
Full-Text PDF
How to Cite

Indian Journal of Science and Technology

DOI: 10.17485/ijst/2015/v8iS5/61606

Year: 2015, Volume: 8, Issue: Supplementary 5, Pages: 1-8

Original Article

A Study on the Branded Content as Marketing Communication Media in the Viewpoint of Relational Perspective

Min-Wook Choi^*

Department of Advertising & Public Relations, Namseoul University, Cheonan, 331–707, South Korea; [email protected]

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This article examines the growth of branded content as marketing communication media in the viewpoint of relational perspective - the recent major trend of marketing communication. It first examines the concept and scope of branded content, and the effect and potential growth of it as marketing communication media, and examines the background of growing interest about relational perspective and the importance of relational perspective in today marketing communication environment. Then, it investigates the mechanisms such as what kind of connection is there between branded content and relational perspective, and how can the relationship with consumer be formed and enhanced through branded content.
Keywords: Branded Content, Consumer Relationship, Marketing Communication, Media