Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Seeing Native Advertising Production via the Business Model Lens: The Case of Forbes’s BrandVoice Unit
Jönköping University, Jönköping International Business School, JIBS, Media, Management and Transformation Centre (MMTC). Jönköping University, Jönköping International Business School, JIBS, Business Administration.ORCID iD: 0000-0002-4645-2200
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Media, Management and Transformation Centre (MMTC).ORCID iD: 0000-0002-0301-9765
2018 (English)In: Journal of Interactive Advertising, ISSN 1525-2019, E-ISSN 1525-2019, Vol. 18, no 2, p. 148-161Article in journal (Refereed) Published
Abstract [en]

Whereas the production-side of advertising has interested scholars for decades, research has focused primarily on isolated agency practices and interactions with clients. There has been limited discussion of how an ad agency coordinates and connects multiple activities and relationships, and how the agency setup has evolved over time. This question has become particularly interesting in the age of digitization, in which new forms of advertising require new ways of organizing production. In a case study of Forbes’s BrandVoice unit, this paper specifically examines native advertising production via the business model lens, illustrating how BrandVoice consciously borrows production logics from journalism and distribution practices of platform economies. This study contributes to the understanding of the morphing of advertising production and agency work in the digital economy.

Place, publisher, year, edition, pages
Taylor & Francis, 2018. Vol. 18, no 2, p. 148-161
Keywords [en]
native advertising, content marketing, branded content, business model, advertising production
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-41466DOI: 10.1080/15252019.2018.1491349Scopus ID: 2-s2.0-85057341283OAI: oai:DiVA.org:hj-41466DiVA, id: diva2:1248796
Available from: 2018-09-17 Created: 2018-09-17 Last updated: 2019-06-07Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full textScopus

Authority records BETA

Feng, SongmingOts, Mart

Search in DiVA

By author/editor
Feng, SongmingOts, Mart
By organisation
JIBS, Media, Management and Transformation Centre (MMTC)JIBS, Business Administration
In the same journal
Journal of Interactive Advertising
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 325 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf