Branded Content in Fashion Marketing: A Bibliometric Map of Academic Research

What is this article about?

This article explains the state of academic research on branded content applied to the fashion industry, using a bibliometric analysis of literature indexed in Scopus. Castillo-Abdul, Romero-Rodríguez, and Pérez-Rodríguez examine keyword trends, co-citation patterns, and author influence to identify emerging concepts, methodological gaps, and future research directions.

Why is it important?

Branded content—blending entertainment, advertising, and storytelling—has become essential in fashion marketing, yet its academic foundations remain fragmented. This study provides a scientific map to consolidate knowledge, improve conceptual clarity, and guide future empirical research on how brands communicate through content.

Key Findings

1. No consensus yet on the concept

• Terms like “fashion film,” “storytelling,” “advertainment,” and “content marketing” coexist without clear boundaries

• Thematic evolution shows “fashion films” as an emerging focus since 2018

2. Top sources and authors

• Most articles appear in Journal of Business Research and Journal of Consumer Research

• Most cited authors: Eunju Ko, Jean-Noël Kapferer, Araceli Castelló, Douglas B. Holt

3. Shifts in dominant themes

• 2016: focus on content analysis and marketing

• 2017: emergence of fashion and advertising

• 2018: rise of storytelling and audiovisual postproduction

4. Fashion films stand out as trend

• Used to convey brand values, identity, and emotional resonance

• Serve as short narrative vehicles for immersive fashion branding

Methodology

• Database: Scopus (2003–2020)

• Tools: BibExcel and VosViewer for co-citation and keyword mapping

• Strategy: Boolean search (“branded” AND “content” AND “fashion”)

• Sample: 20 academic documents; frequency and citation analysis

FAQs

Q: What is branded content in fashion?
A: A strategic mix of advertising and entertainment designed to promote fashion brands through engaging, story-driven content.

Q: Why are fashion films important in marketing?
A: They enhance brand storytelling, creating emotional ties with consumers while avoiding hard-sell tactics.

Q: Is the academic field well-defined?
A: Not yet. The study shows conceptual ambiguity and a lack of consensus on definitions and frameworks.

Q: What’s the main contribution of this article?
A: It maps the intellectual structure of branded content research in fashion, highlighting trending topics and key references for future studies.