The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Branded Content and New Persuasive Strategies in the Age of AI
Abstract
Branded content has evolved as a strategy to create content that resonates with consumers without triggering the rejection commonly associated with traditional advertising. In its recent campaigns, the IKEA brand has embraced this strategy, even incorporating artificial intelligence. This chapter explores how the brand is using branded content in its campaigns and the specific elements of artificial intelligence it is employing. Through a case study of the brand and an analysis of each of its campaigns, it is observed that branded content generates authentic and relevant content that connects with a wide audience, enhances the customer experience, and positions the company as a leader in sustainability, although the impact of AI on the strategy remains yet to be measurably determined.
Related Content
|
Frederic Andres.
© 2027.
14 pages.
|
|
Kalsoom Safdar, Khairul Najmy Abdul Rani, Mohd Aminudin Jamlos, Siti Julia Rosli, Muhammad Usman Younus, Zanab Safdar.
© 2027.
27 pages.
|
|
Bani Adam, Binastya Anggara Sekti, Muhammad Adi Zacky Zahran.
© 2027.
24 pages.
|
|
Swetha Margaret T. A., Renuka Devi D..
© 2027.
31 pages.
|
|
Maurice Saluschke, Michael Schulz.
© 2027.
30 pages.
|
|
Mirjam Sepesy Maučec, Gregor Donaj.
© 2027.
16 pages.
|
|
Jorge A. Ruiz-Vanoye, Ocotlan Diaz-Parra, Ricardo A. Barrera-Cámara, Alejandro Fuentes-Penna, Francisco R. Trejo-Macotela, Jaime Aguilar-Ortiz, Eric Simancas-Acevedo.
© 2027.
21 pages.
|
|
|