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To Play or Not to Play: An Exploratory Content Analysis of Branded Entertainment in Facebook

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  • Jie Zhang
  • Yongjun Sung
  • Wei‐Na Lee

Abstract

Keywords: Branded entertainment, Social networking, Play themes

Suggested Citation

  • Jie Zhang & Yongjun Sung & Wei‐Na Lee, 2010. "To Play or Not to Play: An Exploratory Content Analysis of Branded Entertainment in Facebook," American Journal of Business, Emerald Group Publishing Limited, vol. 25(1), pages 53-64, April.
    • Handle: RePEc:eme:ajbpps:v:25:y:2010:i:1:p:53-64
    DOI: 10.1108/19355181201000005
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    References listed on IDEAS

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    1. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 333-348, December.
    2. Russell, Cristel Antonia, 2002. "Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 306-318, December.
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    Cited by:

    1. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    2. Silvia Biraghi & Rossella C. Gambetti, 2015. "Il gioco delle parti: la relazione marca-consumatore nel contesto del gaming," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 97-120.
    3. Simona VINEREAN, 2016. "Branding Strategies for Social Media Marketing," Expert Journal of Marketing, Sprint Investify, vol. 4(2), pages 77-83.

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