Vol. 2 (2016): post(s) 2

The Emergence of Media Platforms that Produce, Showcase,and Curate Brand Contents Through Digital Storytelling

Oscar Martin Maldonado Ayala
Universidad San Francisco de Quito / Paralelo

Publicado 2016-08-01

Palabras clave

  • plataformas digitales,
  • contenido de marca,
  • narrativas,
  • publicidad,
  • storytelling

Cómo citar

Maldonado Ayala, O. M. (2016). The Emergence of Media Platforms that Produce, Showcase,and Curate Brand Contents Through Digital Storytelling. Post(s), 2(1). https://doi.org/10.18272/posts.v2i1.812


Merging the strengths of media and advertising through digital platforms has opened up opportunities for brands to establish more intimate relationships with their customers while exploring the right pitch for narratives targeted for diverse business goals. For that, this paper explores the emergence of digital publishing platforms that produce, showcase, and/ or curate brand content messages, looking at their benefits based on some aspects of digital storytelling.

La combinación de las fortalezas de la publicidad y de los medios de comunicación a través de plataformas digitales ha abierto oportunidades para que las marcas establezcan relaciones más íntimas con sus clientes mientras buscan el tono adecuado para sus narrativas. Este ensayo explora el surgimiento de plataformas que producen y publican contenido de marca, analizando potenciales beneficios sobre la base de algunas técnicas de storytelling digital.


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