‘Airbnbmag’: Analysis of the Model and Research Lines in Brand Journalism

Abstract

Airbnbmag is the magazine published by Airbnb and Hearst group. This publication can be considered a model of brand journalism in a journalistic theoretical approach. The magazine is an example of genuine journalism, edited by a commercial brand whose main activity is not communication, and is a media that aims to influence its audience. The descriptive and interpretative analysis of this publication allows to define future academic research lines in the topic of brand journalism. The questions that derive from this research have three objectives. First, allow other companies to create their brand media with the certainty of success. Second, achieve a more effective management, eliminating internal tensions. And third, advance in the consolidation of new communicative models in the brand markets.