Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic
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DOI: 10.1287/mksc.2018.1147
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- Ali Goli & Simha Mummalaneni & Pradeep K. Chintagunta & Sanjay K. Dhar, 2022. "Show and Sell: Studying the Effects of Branded Cigarette Product Placement in TV Shows on Cigarette Sales," Marketing Science, INFORMS, vol. 41(6), pages 1163-1180, November.
- Giacomo Gistri & Matteo Corciolani, 2020. "Towards a better understanding of practitioners’ ideas about product placement: an empirical analysis in the Italian context," Italian Journal of Marketing, Springer, vol. 2020(4), pages 261-288, December.
- Wei Liu & Zongshui Wang & Hong Zhao, 2020. "Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric overview," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 735-757, December.
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- Yan Song & Xin Tian, 2020. "Managerial Responses and Customer Engagement in Crowdfunding," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
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Keywords
product placement; branded entertainment; social media; brand strategy;All these keywords.
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