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Seeing Native Advertising Production via the Business Model Lens: The Case of Forbes’s BrandVoice Unit
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Media, Management and Transformation Centre (MMTC). Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.ORCID-id: 0000-0002-4645-2200
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Media, Management and Transformation Centre (MMTC).ORCID-id: 0000-0002-0301-9765
2018 (Engelska)Ingår i: Journal of Interactive Advertising, ISSN 1525-2019, E-ISSN 1525-2019, Vol. 18, nr 2, s. 148-161Artikel i tidskrift (Refereegranskat) 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.

Ort, förlag, år, upplaga, sidor
Taylor & Francis, 2018. Vol. 18, nr 2, s. 148-161
Nyckelord [en]
native advertising, content marketing, branded content, business model, advertising production
Nationell ämneskategori
Företagsekonomi
Identifikatorer
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
Tillgänglig från: 2018-09-17 Skapad: 2018-09-17 Senast uppdaterad: 2019-06-07Bibliografiskt granskad

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Feng, SongmingOts, Mart

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