부산대학교 도서관

In the age of SNS, where advertising avoidance is easy, one-sided advertising techniques that simply raise aware ness no longer work, and only information worth "empathy" spreads. Based on this empathy, this study investigate d cases of entrepreneurial brands that succeeded in consumer communication through branded content and analyze d the differences from existing branded content communication. O'Rolliday, Carmel Coffee, Matin Kim, and Aviem uawere selected as examples of remarkable growth thro ugh entrepreneur-centered brand content, and the comm unication analysis model of branded content used the acquired communication model. It is noteworthy that the spe aker of branded content, that is, the source of informatio, is the founder of the brand as a differentiated communi cation factor seen through the case of content communicaion of the entrepreneurial brand. This acts as a factor th at generates the acquisition of brand entrepreneurs' cont ent as "und media" from the perspective of a triple media strategy. Case analysis verified that content that uses br and insiders (founders or employees) as an information s ource as an effective content strategy to secure brand aut henticity and reliability and establish relationships with c onsumers at a time when consumers tired of influencers' intended advertising content began to communicate with the market through new communication methods such as de-influencing.