The project studies how content marketing is connected to consumers’ media use and everyday life. The way media audiences value content marketing in relation to journalistic contents is also of interest.
The three-phased research firstly constructs an image of the field of content marketing. In the second phase media audiences’ attitudes towards fashion and food related content marketing is investigated through focus group discussions. Finally content marketing is examined from the viewpoint of media business.
The project is conducted in co-operation between COMET and CIRCMI (Research on Information, Customer and Innovation Management). The research is funded by Helsingin Sanomat Foundation.
Contact:
Reseacher Niina Uusitalo
niina.uusitalo at uta.fi