Zhang, Jie; Sung, Yongjun; Lee, Wei-Na - In: American Journal of Business 25 (2010) 1, pp. 53-64
presented branded entertainment the most, the different types and features of branded entertainment, and how various play themes … were incorporated in branded entertainment in the context of Facebook brand profile pages. The major findings were … consistent with the conceptual framework and literature on branded entertainment. Some unexpected findings were also provided and …