Buzzfeed Inc : native advertising the way forward? / Bikramjit Rishi (Department of Marketing, Institute of Management Technology, Ghaziabad (IMT), India), Aditya Mehta(Department of Marketing, Institute of Management Technology (IMT), Dubai, UAE), Poulomi Banerjee (Department of Marketing, Institute of Management Technology (IMT), Dubai, UAE), and Akshay Deepak (Department of Marketing, Institute of Management Technology (IMT), Dubai, UAE). - Rishi, Bikramjit, 1978-; Mehta, Aditya; Banerjee, Poulomi; Deepak, Akshay (Emerald emerging markets case studies,, 2018)