A Compendium of Research on the Impact of Product Placement on Consumer Buying Behaviour
Zihan Qu,
Ningxin Yang,
Jiaqi Zhang
Abstract:Product placement has grown in popularity as an alternative to television advertising. Product placements are becoming more common, and their forms are so diverse that they can be seen in a wide range of contexts, including film and television dramas, variety shows, and even games. In recent years, TV dramas have become immensely popular among audiences as a type of endless drama. Some of the most popular TV shows in recent years have also inspired advertisers to consider web series as a promotional channel: w… Show more
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