Examining the Future of Advertising and Brands in the New Entertainment Landscape

Abstract

The book “Examining the Future of Advertising and Brands in the New Entertainment Landscape” edited by Miguélez-Juan and Bonales Daimiel (2023) addresses the topic of branded content as a strategic tool for brands in a context of media globalization, content oversaturation and proactive consumers. The book is divided into four sections that analyze different aspects of branded content, such as its use in digital entertainment, social media, the metaverse, music, podcasts, sectors and institutions as content creators and measurement and recommendation proposals. The book features the participation of 22 national and international authors who offer analysis, reflections, proposals and solutions based on case studies, research and conceptual models. The book aims to be a reference work for professionals, teachers, researchers, students and general public interested in knowing the potentialities, challenges and trends of branded content in brand management.