Identification of Tools for Measuring Branded Content-Reference-Cited by-同舟云学术

Identification of Tools for Measuring Branded Content

Published:2022-10-14 Issue: Volume: Page:319-344
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
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Author:

Rodríguez-Rabadán María¹^ORCID,del Pino-Romero Cristina²^ORCID,Galán-Fajardo Helena²^ORCID

Affiliation:

1. International University of La Rioja, Spain

2. University Carlos III of Madrid, Spain

Abstract

Research on the study of the effectiveness of branded content actions shows that the reference data to draw up projections of results are neither standardized nor homogeneous. This is one of the main barriers that brands encounter when undertaking content creation actions: the mechanisms to measure their effectiveness. The aim of this chapter is to analyze what tools exist in the market to measure branded content, establishing a comparison between them that, in turn, can be used as a basis for the creation of a standard and homogeneous results measurement system. All this with the final intention of measuring the real effectiveness of branded content.

Publisher

IGI Global

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