Branded Content in the era of post-digital communication [Review]

Abstract

The book “Branded Content in post-digital communication: structures, applications and success stories” proposes an integral vision that seeks to consolidate the connection between the university and the company, generating a proposal to define what exactly this strategy consists of from different perspectives, to understand its main objectives and the role it plays in the structure of the advertisers’ work. Thanks to the collaborations between academics and professionals, research in the era of post-digital communication is expressed in each chapter that encourages both students and brand managers to understand branded content as an effective communication strategy that includes new adapted formulas to an audience that has evolved.