Evaluación y eficacia del branded content: un estudio empírico

Abstract

This paper focuses on a piece of research between branded content -the advertising format that refers to the creation of content by the brand-, and according to Infoadex, the leading or number one advertiser in terms of advertising investment in Spain, the El Corte Inglés group. The sample is a group of 361 individuals and the format or medium of communication of branded content to be analysed is the Internet. The aim is to gain a better understanding of the efficiency and use/usefulness of this format, one of the most significant within the panorama of advertising initiatives that go beyond conventional advertising, as well as to analyse the profitability and relevance of this form of branded content for the advertiser.