Showing 1 - 4 of 4
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...
Persistent link: https://www.econbiz.de/10010610911
Few studies have explored the direct influence of social networking websites (SNWs), and to the best of our knowledge, none have examined the indirect influence of SNWs on users and how that indirect influence leads to word-of-mouth related behaviors in SNWs. This study employs the theoretical...
Persistent link: https://www.econbiz.de/10010610956
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...
Persistent link: https://www.econbiz.de/10008620272
Few studies have explored the direct influence of social networking websites (SNWs), and to the best of our knowledge, none have examined the indirect influence of SNWs on users and how that indirect influence leads to word-of-mouth related behaviors in SNWs. This study employs the theoretical...
Persistent link: https://www.econbiz.de/10008566124