Entertainment problem: Advertising

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Literature Review: Advertising problem for Entertainment

This “Ten Problems for Entertainment in the 2020s” booklet identifies ten relevant areas from very recent contributions put forward at academic level in the form journal articles, conference proceedings and students’ theses. Ten freely accessible internet references have been selected for each area and direct links are provided at the end of each chapter for own consultation. Our selected references do not intend to mirror ranking indexes nor establish novel classifications. On the contrary, they are meant to represent peer-reviewed, diverse and scientifically-sound case studies for vertical dissemination aimed at non-specialist readers. They will also be able to scoop even more references through the bibliography that is reported at the end of each selected reference.

Without further ado, these are the ten problems that we are going to introduce in this booklet:

  1. gamification,
  2. personalization,
  3. co-creation,
  4. nostalgia,
  5. streaming,
  6. ar/vr apps,
  7. sports,
  8. operations,
  9. costs,
  10. advertising.

Each problem has its own dedicated chapter made of an introductory section, a short presentation of the ten selected references and a conclusions section.

The final chapter of this booklet will report the conclusions from each chapter again in order to provide a complete executive summary.

10 Advertising

THE PROBLEM — Not only are corporations uploading professionally produced content but amateurs are also creating increasingly professionalized content to maximize and commodify their audiences. Advertisers today are confronted with a world that has become oversaturated with advertising content.

CASE STUDIES — … buy this booklet from Amazon …

CONCLUSIONS — Instagram influencers are increasingly emerging as an intermediary between advertisers and consumers. The relation between brand personality and the Credibility dimension is the main driver of long-term relationships in the Tourism and Hospitality sector. The burden of advertising communication has gradually shifted toward creating engaging content and encouraging audiences to seek it out, in place of its more traditional imposition. The economics of superstars, like the role of talent, market concentration effects, MacDonald-style and Adler-style effects, remain applicable and relevant for social media stars. A young model developmentally may not be able to handle the mental pressures of the fashion industry, which can lead to depression, eating disorders, and financial exploitation. Vlogger watching activity for Gen Z is used as an effort to find information and deep understanding, a way to discover new things that can be their reference in building self-identity. Within the restaurant setting, the impact of Electronic word-of-mouth communication on purchasing intention and behavior of millennial consumers in noteworthy. Half of millennials now block traditional ads, while 70% of Gen Z are likely to avoid them altogether. The Fyre Festival disaster shouldn’t change the influencer marketing industry because of its inability to turn impressions into purchases. China’s alternative defensive approach to soft power is mostly implemented through the acquisition of media outlets, and via the entertainment sector and gaming industry by Chinese-owned companies.

TEN FREE REFERENCES FROM THE INTERNET — … buy this booklet from Amazon …

“Ten Problems for Entertainment in the 2020s” booklet for Amazon Kindle, 2020; click on the cover to go to the dedicated Amazon listing page

By TenProblems

Literature Reviews for Inquisitive Minds