Employing the conceptual framework of play themes, this study examined and reported the product categories that 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...

Employing the conceptual framework of play themes, this study examined and reported the product categories that 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...

Purpose – Market mavenism and opinion leadership are two important consumer influential concepts in marketing communication literature. The purpose of this paper is to explore two overarching research questions. First, can we separate market mavenism from opinion leadership in China? The...