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Title: Branded Content en el contexto universitario de Ecuador: claves para su implementación como estrategia creativa
Author: Valarezo Luzuriaga, Ana Cristina
Director: Montaña Blasco, Mireia  
Tutor: Vidal Mestre, Montse
Abstract: The new scenario that represents the post-digital era emphasizes the challenge that today's brands assume to be sustainable and profitable within a global, technological, hyper-connected, nano-fragmented world in multiple channels and supports, and highly aware of social and environmental causes. Brands demand new forms of communication, relationship and conversion, it is then when branded content emerges and acquires full meaning as a pull marketing strategy that seeks to promote the emotional connection with the target audience, from the generation of relevant, attractive and significant content that, based on the values, personality and brand purpose, it entertains, inspires or educates. In this context, this Master's Degree Final Project delves into branded content and its potential within the university context of Ecuador, consolidating its scientific character through a qualitative research process developed at the Universidad Técnica Particular de Loja (case study) and promoting their professional management through a practical guide that summarizes the keys for its implementation as a creative strategy in this type of institution.
Keywords: communication in higher education institutions
branded content
pull marketing strategy
emotional advertising
transmedia storytelling
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 2-Jul-2021
Publication license:  
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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