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"Owned Media": Developing a Theory from the Buzzword
2013
Studies in Media and Communication
There are signs that the boundaries between brand and media management are disintegrating. Brands are being equipped with a media function, which means that they are taking over typical media activities and services such as entertainment, information or social networking. The result is a new phase of brand communication, often referred to as ‗owned media‗. This paper outlines the results of a two-phase online Delphi study with 26 professionals and academics in the field of brand and media
doi:10.11114/smc.v1i2.172
fatcat:l6zwum6yjzakbfthnw6zobvpxa