Network Resources

15 June 2017

Comparative and Collaborative Research into Branded Content


University of East London
University Square Stratford, E15 1NF

This one-day seminar showcases international research into branded content and discusses the development of collaborative research agendas and approaches. The seminar addresses the study of branded content, content marketing, native advertising and associated forms of integration of media and marketing communications. Bringing together international researchers, the event included talks on branded content in Chile, Malaysia, Qatar, Japan, Spain, Netherlands, Czech Republic and elsewhere from a mixture of PhD, early career and senior academics.

Designed to share single-country or multi-country studies, participants will explore insights from these studies regarding research design, methods, approaches, findings as well as discuss implications and suggestions for future research.

The event is organised by the Branded Content Research Network in association the ECREA Advertising Research Group, part of the European Communication Research and Education Association.

9.30am Registration

10am Introduction

Prof. Jonathan Hardy, Principal Investigator, Branded Content Research Network and University of East London; Patricia Gomez Prof. Patricia Núñez Gómez, Universidad Complutense de Madrid, Chair of ARTWG

10.15am Session 1: International and Comparative Research

Ilhem Allagui, Northwestern University in Qatar

Prize-winning campaigns of branded content: A multi-country study of effectiveness

Arturo Arriagada, Universidad Adolfo Ibáñez, Chile

Unpacking the ‘media kit’: an analysis of a device connecting consumers to branding agencies

Dario Lolli, Birkbeck, University of London.

Media Franchises as Branded Content Dario Lolli Media Franchises as Branded Contents

Tony Wilson, Visiting Senior Research Fellow, LSE

Consumer Hermeneutic Practices: From Malaysian Media Branding to Branded Mall.

11.45am Tea and Coffee

12pm – 1.15pm Session 2: European Research

Gloria Dagnino, Università della Svizzera italiana (Lugano, Switzerland).

The Creative Identity of Branded Content Marketing Industry Gloria Dagnino June 2017 BCRN presentation

Petra Audyova Charles University, Czech Republic

How to research invisible reactions to brand content on social media?

Professor Patricia Núñez Gómez, Universidad Complutense de Madrid; Professor José Fernández Pompeu Fabra University, Professor Victoria Tur, Alicante University

Minors, influencers and Brands: A Branded content strategy.

Lunch 1.15-2pm

2pm – 3.30pm Branded Content Regulation, Activism and Research Methods

Anat Balint, Tel Aviv University

The “branded content ratings” project carried out for Israeli media watchdog “The Seventh Eye” to check and rate leading Israeli news outlets online and see to what extent they are “polluted” by surreptitious advertising (i.e. “branded content”) in what is presented as journalistic content.

Simone Krouwer, PhD Candidate, University of Antwerp – Department of Communication Sciences.

To disguise or to disclose? The influence of disclosure recognition and brand presence on readers’ responses towards native advertisements in online news media web_to disguise or disclose_BCRN_Simone_C

Eleftheria J. Lekakis, University of Sussex

‘They have money, we have ideas’: Creative Participation and Cultural Resistance in Anti-advertising Activism

3.30pm Refreshments

3.45pm – 4.15 Workshop discussions

4.15pm Plenary: Comparative and Collaborative Research capacity building

5pm Close

Network Seminar 1: Investigating Branded Content

The first seminar of the network, Investigating Branded Content, took place on 3 November 2016.  Below is the final programme, presentation slides and materials and photos from the launch event.

This seminar was designed to introduce the network project and participants to one another and to map and discuss branded content practices, the range of existing research and resources amongst academic and stakeholder groups, the research topics of interest and research work needed according to different perspectives. The core focus was to consider research questions and topics connected with the development of branded content practices. In broad terms those are all academic research questions in that all aspects of branded content are of interest for research. Yet the seminar was an opportunity to consider what is occurring in different spheres of research, both across industries, academia and civil society.

For presentation materials, click links by speaker name.


1.30 registration

2pm Seminar

Welcome and introduction

Jonathan Hardy, Principal Investigator, Branded Content Research Network

Session 1 Mapping branded content practices 2.10 – 3.30pm

This session discussed what branded content is, how it developed and what practices it encompasses today. This session explored the debates and issues on definitions and scope of branded content (partly to ensure that the orientation of the network is suitably broad and sensitive to the diversity of practices and partly to contribute to an aim for the network to develop operational definitions over the course of the project).

Andrew Canter, Global CEO, Branded Content Marketing Association

Vince Medeiros, Publisher TCO London and a Director of the Content Marketing Association 2016_tcol_bcrn_upload

Justin Kirby, curator, Best of Branded Content Marketing

Bjoern Asmussen, Brand Strategy Research Group, Oxford Brookes bcrn-presentation-final-short

3.30pm Break: coffee and tea

Session 2 Mapping research and research issues 3.45pm- 4.45pm

This session aimed to provide an initial mapping of academic research into branded content from a range of (inter)disciplinary perspectives covering media, digital advertising and marketing areas. Unfortunately, one invited speaker, Liz McFall was unable to attend and will speak instead at a future network event.

Chris Hackley, Professor of Marketing, Royal Holloway University branded-content-network-3-11-16

Andrew McStay, Reader in Advertising and Digital Media, Bangor University context-to-native-branded-content

Jonathan Hardy, Professor of Media and Communications, University of East London branded-content-seminar-3-nov

Session 3: Research Needs; building the network project

Chaired by Helen Powell, Principal Lecturer and Subject Head: Psychosocial Studies, University of East London

Open discussion

5.20pm Closing Remarks