Digital brand content: underlying nature and rationales of a hybrid marketing practice

Brand content strategies have spread far and wide since the advent of digital media. Although they have only recently started to attract scholarly attention, studies have already examined them from various perspectives, including the consumer, the brand, the organization, and, more recently, a holistic perspective. Digital brand content (DBC) appears to be a multifaceted tactic that is simultaneously both customer- and product-centric. The...