SANCHEZ SERRANO, D. et al. 2023. The TRANSFORMATION OF MEDIA STRATEGY SINCE THE IRRUPTION OF BRANDED CONTENT.: CASE STUDY “APRENDEMOS JUNTOS” FROM BBVA. Revista de Comunicación de la SEECI. 56, (Jan. 2023), 10–27. DOI:https://doi.org/10.15198/seeci.2023.56.e801.