Browsing by Author "Pandey, Shivkar"

Now showing items 1-1 of 1

    • Effectiveness of branded content as a marketing communications concept 

      Phuntsok, Ngawang; Pandey, Shivkar (Indian Institute of Management Ahmedabad, 2020)
      Little empirical research has gone into clearly defining what the concept of marketing through branded content actually encompasses. On the other hand, the interest in branded content/ content marketing / sponsored content ...