TY  - JOUR 
AU  - Fernández Gómez, Erika
AU  - Neira Placer, Paula
AU  - Feijoó Fernández, Beatriz
PY  - 2024
SN  - 2662-9992
UR  - https://hdl.handle.net/20.500.12766/659
AB  - Over the past twenty years, brand communication strategies have evolved, particularly for
younger audiences, with formats that blend advertising and entertainment content, often
featuring influencers. This style of advertising presents challenges,...
LA  - spa
PB  - Springer Nature
TI  - New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding
DO  - 10.1057/s41599-024-04003-3
T2  - Humanities and Social Sciences Communications
VL  - 11
ER  -