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Full-Text Articles in Business
Branding Kidfluencers: Regulating Content And Advertising On Youtube, Gavin Feller, Benjamin Burroughs
Branding Kidfluencers: Regulating Content And Advertising On Youtube, Gavin Feller, Benjamin Burroughs
Hank Greenspun School of Journalism and Media Studies Faculty Publications
This paper analyzes emerging shifts in YouTube, advertising, and children’s digital media industries through a case study of Pocket Watch, a digital-first production and distribution studio built exclusively for YouTube child stars. Our analysis reveals the company’s strategic use of legacy media industry power, networks, and expertise to transform YouTube stars into global brands through the creation of toy, clothing, and lifestyle product lines across several industries. We further argue that Pocket Watch’s newly formed advertising division, Clock Work, exploits its child partners through problematic native advertising and host selling practices. The strategies implemented by Pocket Watch and other similar …
Impact Of Ingredient Branding On The Hotel Brand: Spillover Effect Of Branded Amenities, Eun Joo Kim
Impact Of Ingredient Branding On The Hotel Brand: Spillover Effect Of Branded Amenities, Eun Joo Kim
UNLV Theses, Dissertations, Professional Papers, and Capstones
Ingredient branding is a popular marketing strategy, in which a brand uses a different branded product as a component in the main one. Utilizing ingredient branding, a host brand can benefit from the positive evaluation of a component brand that customers are already aware of. Although the hotel industry has applied a substantial number of other brands as internal factors, there has been little awareness or research on ingredient branding. The main purpose of the study was to investigate 1) whether ingredient branding has a positive impact on a hotel brand equity and 2) whether the effect varies for different …